194 IN STORE
Does country style work well with brands like MSGM and No21? Yes, it works excellently - at least at Christina’s in Timmendorfer Strand.
W Christina’s/Timmendorfer Strand.
The store run by Christina and Volker Liebrecht has been an integral part of Timmendorf for more than 30 years. It’s as much part of the area as are sun, sand, and the sea. Text: Dörte Welti. Photos: Christina’s
FLOTSAM AND JETSAM
Personal customer relationship management has been the top priority for Christina and Volker Liebrecht from day one. This approach pays dividends today.
118 style in progress
hen Christina and Volker met, they had a decision to make. Christina had finished studying fashion design in Hamburg and joined the legendary fashion house Thomsen. After a while, she moved on to the store Linette. Volker, on the other hand, had established a successful catering company. In the end, head trumped heart. The fashion business is just as tough as the catering business, but it has more relationship-friendly opening hours. They opened their first store in Timmendorf in 1984. The sales area was no larger than 25 square metres, but they were one of the first shops in the area to stock Prada bags. As the word spread quickly, the store performed admirably from day one. The small, exquisite product range consisted of young, fashionable 1980s brands such as C.P. Company, Boneville, Stone Island, Dolce & Gabbana. The young entrepreneurs attempted to bind their customers right from the start. Christina and Volker know the 1,000 regular customers on file personally. They maintain contact. When brands started gaining more influence, Christina’s was forced to buy goods that they knew they wouldn’t be able to sell. A store named “Christina’s CheckOut” was an attempt to offload such items. When the pressure became unbearable, the Liebrechts - in retrospect - made their best decision. In 2006, they severed ties with the
famous names. They established close partnerships with suppliers such as Brunello Cucinelli, Ermanno Scervino, MSGM, and No21. In 2008/2009, they rented even larger premises and moved to the location that they still occupy today. They have also teamed up with the “Barefoot Hotel”, yet another new kid on the block, to thwart an annoying reform of the so-called “bathing regulations”. This reform forces stores to remain closed on Sunday during the winter. However, this doesn’t apply to more intimate events such as private shopping sessions for wealthy hotel guests. Where there’s a Liebrecht, there’s a way…
Christina’s Strandallee 90, 23669 Timmendorfer Strand/Germany www.christinas.de Opening: July 1984 Owners: Christina and Volker Liebrecht Store manager: Christina Liebrecht Employees: 6 Sales area: 200 sqm Brands for women: Brunello Cucinelli, Cristiano Fissore, Ermanno Scervino, Fay, Iris von Arnim, MSGM, Moncler, No21, Seafarer Brands for men: Brunello Cucinelli, Christiano Fissore, Eleventy, Eleventy Platinum, Fay, O’Keeffe Bags, shoes, and accessories: Brunello Cucinelli, Eleventy Platinum, Ermano Scervino, Hogan, Moncler, Tod’s