Alphatauri conquers London

Alphatauri's rapid rush into more markets comes via a retail debut in the UK. The Red bull group's premium fashion brand celebrated the opening of its first flagship store in London, at 171-175 Brompton road in the Knightsbridge district. «It is the first international store, a milestone in our development plan. London has always been influential for fashion and trends, developing innovation that is in the full dna of Alphatauri», the brand's ceo, Ahmet Mercan, pointed out to MFF.

«This year we reached a physical presence in 14 markets, and we aim to reach 20 by 2023. If a couple of weeks ago we launched our entry into Japan, in Tokyo, through a pop-up store at Isetan, the goal for 2023 will be our entry into the US. We want to expand globally to bring Alphatauri's brand vision to the world». With the British opening, which will complement the already active e-commerce for the country, the number of company-owned stores has risen to four, following Salzburg, Graz and Vienna in Austria.

«The current strongest area for the label is the one including Germany, Austria and Switzerland (D-A-CH). We aim at enhancing markets where we are active in and establish ourselves in Asia. The focus is also on Europe: we are present in Italy, France and the Netherlands. We aim at widening the wholesale business, bringing the current network of 130 doors to 200 by next year», the manager continued. The 326-square-meter two-story store designed by Studio Riebenbauer in Berlin, Vienna and Los Angeles, houses womenswear, menswear and accessory collections, integrating an experience area on the ground floor which invites guests to explore the brand’s universe.

A hi-tech concept that winds between led walls with sound and a wall installation of a Formula 1 Alphatauri racing car. And it is with one of its drivers, Pierre Gasly, that the brand has launched a capsule collection, unveiled at the opening and on sale starting November 10. The Pierre Gasly knit capsule embraces four products, a sweater and a turtleneck in 100% merino wool available in multiple colorways, including a French blue and black and white striped pattern. «We have fused the worlds of fashion and Formula 1 into a strong connection, a result of the same innovative mindset», Ahmet Mercan concluded. (All rights reserved)