Another newcomer from Hugo Boss at the energy drink manufacturer Red Bull: From May, Bernd Hake will take over as CEO of the Global Consumer Products division of the Austrian conglomerate Red Bull.
In the newly created position, the 54-year-old will be responsible for the areas of Alphatauri GmbH, Energy Wear and Red Bull’s entire licensing business. Hake’s task will be to drive the global expansion of the Alphatauri fashion brand and to strengthen the synergies between the business areas.
Former boss managers take over the fashion division at Red Bull
Hake knows the fashion business and has more than 25 years of international industry experience, including as a board member at Hugo Boss. Before he left the Metzingen-based company in 2019, he had been a member of the management board responsible for sales there since 2016. Prior to his promotion to the board, Hake held positions at Hugo Boss that included Managing Director for the UK and Ireland region and Senior Vice President for the EMEA region, which includes Europe, the Middle East and Africa. Another top manager at Red Bull also has many years of Hugo Boss experience, former CEO Bruno Sälzer, who took over the position of Executive Advisor at the fashion brand Alphatauri in 2021.
The Alphatauri fashion brand is to be positioned globally
Alphatauri is Red Bull’s premium fashion brand for men and women, with its own stores in Salzburg, Graz and Vienna as well as retail partners in Germany, Austria, Switzerland, Italy and Turkey. The focus is on modern styles with technical features. In the last four years, the premium fashion brand has been completely rebuilt: from design to marketing and sales, all essential competencies of the brand have been managed in-house. After a successful start in Germany, the brand is now to be rolled out globally.
“It fascinates me to make my contribution to this great company in an exciting phase,” says Bernd Hake about his new position. “We want to grow internationally and expand and strengthen the existing business model together.”
Bruno Sälzer adds: “Alphatauri, under the responsibility of Ahmet Mercan, has been successful on the market in a very short time with an extraordinarily beautiful, sophisticated and technologically leading product. In addition, we see great market opportunities with energy wear and in the licensing area. With Bernd, we have the ideal addition to advance these areas internationally,” says Bruno Sälzer, Executive Advisor Alphatauri, summarizing the reasons for the new appointment.