Bernd Hake says goodbye to the Austrian beverage company Red Bull and its fashion brand Alpha Tauri.
Hake, who only came to Salzburg in March 2022, is now leaving Red Bull by mutual consent, the conglomerate confirmed at the request of FashionUnited. He was only a little over a year in the newly created position of CEO Global Consumer Products.
The ex-boss manager, who left the Metzingen fashion label in 2019, was responsible for the areas of Alpha Tauri GmbH, Energy Wear and the entire licensing business of the beverage brand at Red Bull. The global expansion of the Alpha Tauri fashion brand should be pushed forward under Hake and the synergies between the business areas should be strengthened, it was said last year. According to the company, the desired internationalization and the digital transformation of the brand were not yet complete at the time Hake left.
The manager, whose family lives in London, will now return there, according to the specialist magazine Textilwirtschaft, which previously reported on the personnel.