Dr Gunnar Binder (CEO CHRIST) x INSIGHT: "Overall, we are pursuing a trading-up strategy."
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."
INSIGHT: Stationary/Online – what are CHRIST’s priorities?
Dr Gunnar Binder: Our formula for success is based on consistent customer focus and a 360-degree omnichannel strategy. We seamlessly combine brick-and-mortar retail with digital offerings and tailor our services specifically to our customers' needs.
“Especially in times of upheaval in brick-and-mortar retail, our holistic customer approach is becoming increasingly important.”
Dr Gunnar Binder
We therefore work with a balanced brick-and-mortar/online distribution—without placing any particular emphasis on one. Our goal is to ensure our customers can access all our services and products both in-store and online.
INSIGHT: How has CHRIST's product portfolio and pricing structure changed as a result of joining the Morellato Group? After all, Morellato is also a manufacturer.
GB: The acquisition gives us the opportunity to offer a much broader range. Live Diamond, colored stone products, Maserati, and Karl Lagerfeld are prime examples. Overall, we are pursuing a trading-up strategy.
We're expanding our jewelry offering, focusing heavily on high-quality jewelry: CHRIST Silver, CHRIST Gold, and CHRIST Diamond. This strategy allows us to appeal to a broader range of customers, from premium buyers to trend-conscious young shoppers.
INSIGHT: What distinguishes the Karl Lagerfeld collection, who is the target audience?
GB: Anyone familiar with Karl Lagerfeld knows that the brand must naturally embody his DNA. It's all about the mix of iconic style and affordable luxury, timeless elegance paired with rock-punk elements and an urban modernity with individual details.
That's Karl Lagerfeld—and so is the brand. The target audience is primarily women between the ages of 25 and 54; the brand positions itself between Guess and Michael Kors. In short: The collection combines fashionable elegance with progressive design and appeals to a style-conscious, urban clientele.
INSIGHT: Are further licenses planned?
GB: At this time, no further licenses are planned, but an expansion of existing partnerships to offer exclusive editions is planned.
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