Dr Gunnar Binder (CEO CHRIST) x INSIGHT: "Overall, we are pursuing a trading-up strategy."
Dr Gunnar Binder has been CEO of the Christ Group, which has been part of the Italian Morellato Group since February 2023, for just over a year. This also applies to NXT LVL Brands GmbH. Founded in autumn 2022, the sister company of the jewellery chain is active in the wholesale of watches and jewellery.
Dr Gunnar Binder (CEO CHRIST) x INISIGHT: INHORGENTA as a central platform
Dr Gunnar Binder (CEO CHRIST) x INSIGHT: Christ becomes more premium and continues to expand
Dr Gunnar Binder (CEO CHRIST) x INSIGHT: "Sustainability is more than just a trend for us."
Dr Gunnar Binder (CEO CHRIST) x INISIGHT: Lab-Diamonds vs Natural Diamonds ... Quartz vs Mechanics
INSIGHT: Stationary/online - where do CHRIST's priorities lie?
Dr Gunnar Binder: Our formula for success is based on consistent customer focus and a 360-degree omnichannel strategy. We seamlessly combine bricks-and-mortar retail with digital offerings and design our services specifically to meet our customers' needs.
"Especially in times of upheaval in brick-and-mortar retail, our holistic customer approach is becoming increasingly important."
Dr Gunnar Binder
Accordingly, we work with a balanced stationary/online distribution - without placing a particular focus. Our customers can obtain all services and products both in-store and online. That is our goal.
INSIGHT: How has being part of the Morellato Group changed CHRIST's product portfolio and price structure? After all, Morellato is also a producer.
GB: The takeover gives us the opportunity to offer a much wider range. Live Diamond, coloured stone products, Maserati and Karl Lagerfeld are prime examples of this. Overall, we are pursuing a trading-up strategy.
We are expanding the jewellery area and focusing strongly on high-quality jewellery: CHRIST Silver, CHRIST Gold and CHRIST Diamond. This strategy allows us to appeal to a wider range of customers, from premium buyers to trend-conscious young shoppers.
INSIGHT: What characterises the Karl Lagerfeld collection, who is the target group?
GB: Anyone who knows Karl Lagerfeld knows that the brand must naturally also exude his DNA. It's all about the mix of iconic style and affordable luxury, timeless elegance paired with rock-punk elements and urban modernity with individual details.
That is Karl Lagerfeld - and so is the brand. The target group is primarily women aged 25 to 54; the brand positions itself between Guess and Michael Kors. In a nutshell: The collection combines fashionable elegance with progressive design and appeals to a style-conscious, urban clientele.
INSIGHT: Are further licences planned?
GB: No further licences are currently planned, but an expansion of existing partnerships to offer exclusive editions is planned.
