AlphaTauri wants to leave the pandemic behind and is confident about the future. The Austrian label is stepping on the gas and using all its opportunities to get started internationally outside of its own Formula 1 team. At a store event last week in Vienna, AlphaTauri celebrated its expansion with guests. FashionUnited was there and spoke to CEO Ahmet Mercan about the brand’s goals.
The flagship store in downtown Vienna, which has been open since December, is located just a few meters from St. Stephen’s Cathedral on the lively Graben shopping street. It was therefore no wonder that the event on Thursday evening, with its more than 100 cheerful guests and hip beats from the DJs, attracted a lot of attention and caused passers-by to stop. The right drinks for the party atmosphere were of course provided by the AlphaTauri mother Red Bull.
AlphaTauri pushes internationalization – London store in planning
In addition to Vienna, AlphaTauri also has two other Austrian stores in Graz and Salzburg. The brand is also planning its first store beyond the borders, which will soon open in London. But AlphaTauri is also pushing ahead with its expansion in wholesale. After the brand started internationalization in 2020 with around 20 trading partners in Germany and Austria, it is now available at 130 points of sale in 14 countries such as Italy, Spain, France and also in the Benelux market. Six more countries are to be added next year.
But the brand is also already represented in 86 countries in e-commerce with its own online shop FashionUnited.
The clothing categories knitwear and outerwear are an integral part of this AlphaTauri signature. The brand, which has been part of the DNA since the beginning, has now established itself particularly in the outerwear sector. But there are also ready-to-wear categories such as trousers, which the brand would like to expand further after positive feedback from retailers and end consumers.
This orientation – with a focus on outerwear and knitwear – is also emphasized in the store. In the entrance area of the two-story store is a 3D knit machine that is part of the “Experience Area”. The women’s and men’s collections can be found on the upper floor. Additional screens, light installations and an artificial landscape of stones and grass give the otherwise rather plain store a modern touch. This fresh store concept also impressed the mixed audience – hypekids, celebrities and representatives of the fashion industry celebrated together and tested the pieces and technology in the store.
Top manager Bruno Sälzer was also there. The former Hugo Boss CEO has been active as an Executive Advisor at AlphaTauri since the end of December and will, among other things, drive international expansion. According to Mercan, his global experience is an “incredible asset” to the brand.
Mercan: Formula 1 team was an advantage for expansion
In addition to industry experts, AlphaTauri also relies on tools such as the partnership with Formula 1 in order to have a global presence. The brand used the media reach of the racing competition to enter new markets. “Having a Formula 1 team was an advantage for the expansion into Japan and also into Turkey, which helped us to get awareness in these markets,” Mercan said in an interview.
However, it was important for him to make it clear that AlphaTauri is “not a spin-off of a Formula 1 brand”, but an independent brand that focuses on fashion. Nevertheless, the sporty fashion – with its own textile technology developments such as the Taurobran membrane – fits in with technically experienced hobbies and racing.
“For us, it’s about the beauty of the product and not necessarily always bringing technology into it. Functionality and technology are always an add-on,” says Mercan. “So the biggest challenge is to strike the right balance between fashion and function.”
With this strategy, the brand seems to have taken off successfully in the last two years, despite the circumstances caused by the pandemic. The order round for autumn/winter 2022 makes the brand positive.
“Everything seems to be picking up again and we’re noticing people’s desire to buy again. We were in the home office for two years and now there is a slight sense of optimism, coupled with a certain caution. We look at the developments with sporting optimism,” concludes the AlphaTauri CEO.
AlphaTauri invited FashionUnited to the event in Vienna.