CEO (Chief Executive Officer) of the NKD Group GmbH and Managing Director Purchasing, Merchandise Management, Quality Management, Marketing and Logistics

“Our goal is to become Europe’s leading fashion discounter.”

As CPO, Alexander Schmökel has been responsible for strategic purchasing, category management, global procurement, and quality management since January 2017. With impressive experience in textile and non-food trade, also on the part of manufacturing companies, Alexander Schmökel optimizes the purchasing and procurement processes – always geared towards the goal of offering NKD customers a varied range with guaranteed high-quality standards. In the course of 2020, Alexander Schmökel also took over the areas of merchandise management, marketing, and logistics. This means that he is responsible for the entire supply chain management. To continuously develop, optimize and implement the successful growth strategy of NKD, the management has been reorganized from January 2022. During this realignment, Alexander Schmökel was appointed CEO.

Stefan Macheleidt

CFO (Chief Financial Officer), Managing Director Finance, HR, IT and Legal/Compliance

“We want to inspire the right people to work with us, drive our digitization forward at high speed and, as a finance business partner, activate the right levers for the sustainable success of NKD.”
Stefan Macheleidt has been responsible for the CFO area since July 2021. He brings many years of experience with transformational growth in the retail and consumer goods sector and has extensive expertise in the private equity context.


Christian Welles, CSO (Chief Sales Officer)

“In an increasingly competitive environment, we are providing our customers with an appealing shopping experience as a local retailer in central inner-city locations.”

Since January 2014, retail expert Christian Welles has been a member of the NKD management board. With his many years of know-how in the areas of sales and operational management, he is now responsible for more than 2,000 stores in Germany and Central Europe.

In 2020, Christian Welles also took over online sales and thus rounds off the overall sales area.