Christos Garkinos, a distinguished figure in the luxury vintage market and a familiar face from television, has cultivated a thriving live shopping ecosystem known as Covet by Christos. This platform, initially launched on Instagram Live in 2020 as a response to retail closures, has seen remarkable success, achieving an impressive $200 million in sales. Garkinos's vision extends beyond reselling, as he introduces CBC Discover, a new segment dedicated to full-priced items and emerging brands. This expansion is designed to not only grow his enterprise but also offer novel sales avenues for burgeoning labels in an increasingly competitive retail landscape, with projections indicating this new category will contribute 10% of sales by 2026. Ultimately, Garkinos aims to establish Covet by Christos as the \u201cNetflix of shopping,\u201d complete with an updated website and a dedicated mobile application, intending to offer an expansive and joyful shopping experience across various product categories, including home goods.
Garkinos\u2019s journey into retail prominence began with co-founding the famed LA vintage emporium Decades in 1997, where he gained significant experience curating high-end wardrobes for a discerning clientele. His charisma and connections, including numerous celebrity friends and loyal supporters from the Real Housewives franchise, have been instrumental in building a strong community around Covet by Christos. The platform currently collaborates with approximately 20 international vendors, who collectively generate up to $5 million annually, with a substantial waiting list of 250 prospective sellers eager to join. This success is underpinned by the trust customers place in CBC\u2019s authentication process for vintage goods and its commitment to introducing unique, under-the-radar brands through Discover. Garkinos meticulously selects brands for Discover based on compelling founder stories and products that fulfill specific customer needs, often focusing on larger sizes and contemporary price points to broaden appeal, as evidenced by the significant sales of Amanu\u2019s sculptural clutches.
The core of Covet by Christos\u2019s triumph lies in its personality-driven selling approach and unparalleled customer service. Garkinos has successfully engaged a demographic of high-spending customers, particularly in underserved luxury markets, by offering personalized recommendations and fostering genuine connections during live shows. This high-touch strategy extends to exclusive, in-person clienteling events worldwide, from intimate charity dinners to luxurious shopping excursions in fashion capitals. While live streaming has been slower to gain traction in the West compared to Asia, Covet by Christos demonstrates its potential through authentic community building, distinguishing itself from platforms that lack direct customer data ownership. Garkinos, who accounts for 20% of on-air time and 40% of total sales, is strategically expanding his network of hosts, each specializing in different niches to cater to diverse audiences. This comprehensive approach, combined with external investment and technological upgrades, aims to reduce reliance on third-party platforms and scale Covet by Christos into a billion-dollar enterprise, offering a valuable new marketing and sales channel for emerging designers.
In an era where traditional retail models face significant challenges, Christos Garkinos's innovative approach with Covet by Christos stands as a beacon of forward-thinking entrepreneurship. By prioritizing community, personalized engagement, and a curated selection of both vintage and new luxury items, he has not only created a highly successful business but also a vibrant, interactive marketplace. This model exemplifies how genuine connection and a deep understanding of customer needs can drive unprecedented growth and loyalty, proving that the future of retail lies in dynamic, personality-led experiences that transcend mere transactions.