New steering circle at GRAEF
Strengthening the core markets in the DACH region and systematically advancing internationalization will be the focus of Christian Strebl’s new activities at GRAEF. In addition, he will strategically focus on the areas of brand architecture and product portfolio in order to further strengthen the traditional company at the home of its production in Germany. For this purpose, GRAEF is founding a new steering circle around Christian Strebl, which will be complemented by Stephan Küster (CFO) and Ralf Brauckhoff (Operations Management). Together with the owner family, the circle will be responsible for strategic decisions and the operational business of the company. Hermann Graef comments: “We could not have imagined a better candidate for our newly established steering circle: With his consistent sales and specialist retail orientation, international market knowledge and strategic vision, Christian Strebl will take us to a new level in the team.”
“GRAEF is a great family business, looking back on more than 100 years of success and managed by the fourth generation of family members. The company is known as a specialist and top brand in the industry. It set the course early for the necessary responses to the current global situation as well as the stringent positioning of the brand. And that’s exactly what I like about the new challenge: At GRAEF, the thinking is long-term, solid and value-oriented, and work with the teams takes place in a culturally excellent environment. Together, we want to explore the opportunities that lie in further internationalization and expansion of the product portfolio. I am convinced that there are great opportunities right now for brands with a good image and clear positioning,” says Strebl, a father of two.
About the new CCO:
Christian Strebl began his career at Hans Einhell AG. He then worked for Laurastar Deutschland GmbH, where he held several management positions in sales over the years. After a stint at Petra Electric, Strebl joined De’Longhi Deutschland GmbH in October 2007. Here his achievements included decisively contributing to the success of the De’Longhi, Kenwood and Braun brands in his role as Commercial Director. Since August 2017, Strebl has worked for Sundern-based company Severin – most recently as CEO. In his directing roles, he substantially shaped Severin’s restructuring process and drove forward many product innovations. Generally credited with building the company’s brand and product structure, he enabled Severin to transform from a project-oriented company to a brand of international stature.
Further information on Gebr. GRAEF GmbH & Co. KG is available at www.graef.de and on the company’s social media channels.
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Christian Strebl named Chief Commercial Officer at family-owned company GRAEF
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Founded in 1920, Gebr. GRAEF GmbH & Co. KG from Arnsberg is one of the leading manufacturers of cutting machines for private and commercial use. The brand claim of the family-owned business, now in its fourth generation, is “For today. For tomorrow. For you.” The claim underlines GRAEF’s philosophy and also holds an important message for the future. Thanks to many years of expertise, technological know-how, and absolute passion, GRAEF stands for durable products meeting the highest standards of quality and design. The company’s greater vision: to become the most popular and sustainable supplier of cutting technology and kitchen appliances in the market and thereby inspire customers to practice a sustainable lifestyle.
A passion for innovation, enthusiastic customers and uncompromising quality have characterized the GRAEF brand for over 100 years. The family-owned company is the market leader in all-purpose slicers and continues to set standards in this product segment thanks to the specialist expertise it has built up over decades. But the company‘s range also includes many other kitchen appliances. In 2024, the company realigned its areas of expertise and organized its product range into five new product worlds that reflect GRAEF’s individual areas of specialization: the Slicing World with its core discipline of universal slicers, the Coffee World with high-quality portafilter espresso machines and first-class coffee grinders, the Baking World with the flagship product MYestro, the Kitchen Helpers World with kitchen appliances such as blenders, kettles, toasters and more and the pro world with slicing solutions for commercial use.
