BRAND FEATURE

BIG STEPS TOWARDS INTERNATIONALISATION

Premium fashion label AlphaTauri is on course for expansion. Just recently, the label, which is owned by energy drink giant Red Bull, opened its first pop-up store in Japan. The opening of their London flagship store is set to follow at the beginning of November. Always at the fore: the internationalisation of the brand.

TEXT DENIZ TROSDORFF

Tokyo, Shinjuku Ward. This is where AlphaTauri opened its first pop-up store in Japan at the beginning of October. It was located inside the Isetan Men’s department store until 18 October 2022. The opening took place shortly before Japan’s Grand Prix, which was serendipitous because it was attended by Formula One driver Pierre Gasly and Yuki Tsunoda from the Scuderia AlphaTauri team, which are the brand sponsors. Ahmet Mercan, AlphaTauri’s CEO, was thrilled by the event: “After our market entry in Japan in May 2021, our pop-up stores in cooperation with locally established premium retail partner Isetan is a further milestone. This cooperation marks our entry into the stationary retail trade in Japan.” The cooperation will be continued with another pop-up in the Isetan Haneda Store at Tokyo International Airport, from 26 October to 6 December 2022.

NEXT STOP: LONDON

Anyone thinking the company might allow itself to take a breather after all of that couldn’t be more wrong: the next retail destination is already in the pipeline. The brand is plotting its next retail coup in London, where it will be opening a flagship store in November. When asked why they chose London, Ahmet Mercan responded: “We’re continuing our expansion course in the fashion metropolis of London: after all, the British capital is not only the birthplace of many renowned designers who have defined and shaped the international fashion scene in the long term, but also one of the metropolises for new trends and inspiration. For a global fashion brand, London is and remains an important location with a beacon effect.” The brand already has its own stores in Salzburg and Vienna and is also represented at a few select retailers in Europe as well as in Turkey and Qatar. Their expansion process is really picking up pace, as Ahmet Mercan confirms: “Our aim is to implement the brand vision of AlphaTauri internationally and to build a global brand presence. With the store openings in Japan and the UK, we are strengthening AlphaTauri’s position in two important key countries and taking great strides towards internationalisation.”

INNOVATION, FUNCTION AND DESIGN IN HARMONY

Since 2016, AlphaTauri has been continuing its journey, pushing forward with superlative events and products. Its sights are always set on merging design with smart, innovative fabrics, developed in consultation with renowned international experts. A perfect example of this design synthesis is their latest capsule collection, created in cooperation with the two aforementioned Formula 1 racing drivers Pierre and Yuki. At the heart of the ‘Heatable Capsules Collection 2.0’ is outerwear that warms you up at the touch of a button. The main sponsor of the F1 Scuderia AlphaTauri racing team and also outfitter of Oracle Red Bull Racing, DTM and Formula One, AlphaTauri is permanently inspired to bring together innovation and technology and redefine the boundaries of fashion and textiles in the spirit of the dynamic motorsport. The range comprises a heatable trench coat and a commuter jacket, developed in cooperation with Deutsche Telekom and Schoeller Textil AG. With the aid of a digital app or at the push of a button, the wearer can adjust the warmth levels for heated zones in the front pockets and on the back. We’re certainly curious to see AlphaTauri’s next steps – with regards to their expansion as well as their innovative ideas. But there’s one thing we can be sure of: standstill is out of the question.