AlphaTauri closes all stores in Austria.
The outerwear specialist, which belongs to the Red Bull beverage group, has decided to “align its business expansion with sales partners worldwide” and to further expand its own online trade, AlphaTauri told FashionUnited. As a result, the stores in Graz, Salzburg and Vienna will close in July. The specialist magazine Textilwirtschaft previously reported on the closure.
The shops in Graz and Vienna have only been open for a little over a year. They opened their doors in mid-December 2021. AlphaTauri has had its own store in its hometown of Salzburg since 2016. There the brand then moved to a much larger flagship in September 2020, which should also clarify the brand’s ambitious expansion plans. AlphaTauri is now saying goodbye to the three locations and is only represented in London with one physical store, which celebrated its opening at the beginning of November.
AlphaTauri expands to the USA
As a next step, the brand has made the US market. For New York Fashion Week, AlphaTauri is bringing its FW23 collection to the Big Apple and at the same time unveiling the new racing car of its own Formula 1 team ‘Scuderia AlphaTauri’.
“We will soon be launching in the US market and will continue to consistently pursue our global expansion course,” AlphaTauri CEO Ahmet Mercan told FashionUnited during Pitti Uomo. “We will also activate and use the synergies with our involvement in Formula 1 to further increase our level of awareness.”