Speakers

Christian Appel is an entrepreneur and business leader within retail, marketing, and consumer experience. He is Senior Advisor to Smollan Global Retail Specialists and Founder & Chairman of WorkShop – The Retail Agency, a global partner to brands and retailers.

He serves on the board of the fast-growing Lager 157, known for its “Great Basics for All People” philosophy, and Stellar Equipment, a DTC brand redefining performance skiwear. He is also a partner and advisor to reCRQL, focused on building resale infrastructure for brands and retailers.

Christian started his career as an officer in the Swedish Special Forces, a background that continues to shape his leadership with a focus on discipline, adaptability, and execution.

Across his roles, he focuses on how retail is evolving—from transactional environments to experience-led, data-driven ecosystems—and how brands can win at the point of purchase in an increasingly complex and fragmented landscape.