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Brax news

Düsseldorf, 8/5/2026

Brax launches new campaign

Düsseldorf became the stage for our new brand world! As part of the Düsseldorf Fashion Days, we unveiled our new branding campaign, ‘Made for every moment’, and celebrated this special milestone together with around 160 guests at Area 44.

The new Autumn/Winter campaign focuses on the big and small moments of everyday life. With emotional and authentic images, it shows how Brax is there for people in every moment. During an inspiring talk, our retail partners and industry guests got exclusive insights into the making of the campaign. The evening ended with a get-together and a live performance by Fayan.

München, 4/23/2026

Store Opening Munich

Munich is catching fashion fever! Together with BUNTE, we celebrated the official grand opening of our new Brax flagship store at Viktualienmarkt with a truly glamorous event.

Celebrity guests like Rebecca Mir, Tom Beck and Maria Höfl-Riesch enjoyed "Coastal Summer Vibes" and exclusive fashion insights within our sleek, modern store design.

Spanning over 250m², our new location blends innovative design with a welcoming atmosphere, bringing the Brax world to life for both customers and partners. It was an unforgettable evening that perfectly highlights our brand’s successful new chapter in the heart of Munich.

Herford, 2/19/2026

2.105 years Brax

93 honorees. 2,105 years of combined service.

Once a year, we celebrate employees who have been part of the company for many years.

In our in-house Sky Bistro, we recognized their loyalty in a special setting.

In a relaxed atmosphere, conversations, memories, and genuine connections at eye level naturally unfolded.

Herford, 2/10/2026

Store Workshop

On February 10, around 75 colleagues came together to set the course for the new spring/summer 2026 season.

After a warm welcome from Lars Bultink, Frauke Schelkes, and Timo Häberle, the following topics were discussed:

› Strategy & CRM: We are looking ahead with smart CRM approaches and a clear focus on the 2026 portfolio.

› Review & Preview: From the new store opening in Munich to the roadshow – our review of 2025 makes us proud, and the outlook for the new campaign and the outdoor offensive starting in fall/winter 2026 leaves us wanting more!

› Merchandise check: In the deep dives into the Spring/Summer 2026 women's and men's collections, we deepened our passion for stylish, smart fashion.

› Operations: Finally, there were important updates on personnel requirements and information from the works council.

The positive energy was contagious! Many thanks to everyone involved for the inspiring exchange. We are ready for a successful 2026!

Münster, 6/13/2025

Bicycle city meets fashion

On June 13, a special promotion took place around our store in Münster: Two teams distributed over 1,500 Brax saddle covers with QR codes in the city center. The campaign ensured visibility, fresh color accents, and a lot of attention for our brand.

From Prinzipalmarkt to Aasee. Over 1,500 bicycles were given a fresh new look in Brax colors. The QR code led to a surprise in the store or online shop.

Together with Amber Media and in perfect weather, our colleagues Tina Schulze and Annika Fröhlich accompanied the campaign—and experienced lots of positive reactions firsthand.