Dr Gunnar Binder (CEO CHRIST) x INSIGHT: Christ becomes more premium and continues to expand
Dr Gunnar Binder (CEO CHRIST) x INSIGHT: Christ becomes more premium and continues to expand
For just over a year, Dr. Gunnar Binder has been CEO of the Christ Group, which has been part of the Italian Morellato Group since February 2023. This also applies to NXT LVL Brands GmbH. Founded in autumn 2022, the jewelry chain's sister company operates in the wholesale sector of watches and jewelry and is an INHORGENTA exhibitor.
Dr Gunnar Binder (CEO CHRIST) x INISIGHT: INHORGENTA as a central platform
Dr Gunnar Binder (CEO CHRIST) x INSIGHT: "Overall, we are pursuing a trading-up strategy."
Dr Gunnar Binder (CEO CHRIST) x INSIGHT: "Sustainability is more than just a trend for us."
INSIGHT: You've been CHRIST CEO for just over a year. What's your take on it?
Dr Gunnar Binder: I'm very pleased with what we've achieved as a Christ team. As part of our clearly defined strategy, which relies entirely on the high-quality Christ brand in line with an omnichannel approach, we've successfully implemented numerous initiatives.
Just to give you an example: we set a benchmark with our sustainable silver campaign. With nine additional POS openings in 2024, we have strengthened our presence and will continue to do so this year.
And with our latest venture, purchasing gold in the spirit of the circular economy, we are positioning ourselves as a manufacturer and offering our customers an attractive opportunity to use their existing gold jewelry for new jewelry purchases.
INSIGHT: You mentioned new stores. Do you plan to expand the network even further, given the current unpredictable consumer sentiment?
GB: We opened nine stores in 2024 – three of them in Austria. We are sticking to this expansion strategy for 2025. We plan to open ten new stores again this year, at least three of them in Austria.
In Germany, the next opening will be at Milaneo in Stuttgart. We are increasingly focusing on strategically selected locations in Germany with untapped market potential, so-called "white spots." As in the previous year, we will focus on shopping center locations that have proven particularly successful.
INSIGHT: You've been implementing the new store concept for some time now. What are its unique features, and what are you trying to achieve with it?
GB: CHRIST is becoming more premium. After years of focusing on fashion, CHRIST is once again becoming a (high-quality) jeweler. This is already evident in the opening of each of our stores: CHRIST GOLD can be seen everywhere.
A very important factor is that every customer can navigate our stores independently and without verbal assistance. To achieve this, we're not only repositioning our store layout but also re-using numerous visuals. Our product range is explained. We're also focusing on digital touchpoints in-store to further optimize the bridge between online and offline shopping.
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