Within its first presentation of the new f/w 2023/2024 collection in The United States of America, they also presented the 2023 Formula One racecar from Scuderia Alpha Tauri – the namesake of the fashion brand. Along with that, the new apparel collection will be available to consumers in the US for the first time from July 2023.
“Entering the US market is another step in our expansion. Our goal is to make Alpha Tauri better known, and we are convinced that the consistent expansion of our sales network will make an important contribution to this,” commented Ahmet Mercan, CEO, Alpha Tauri.
"Overall, we focus on the expansion of our wholesale business and our own e-commerce in the next few years. That means we continue to invest in a strong network of premium retail partners in defined key countries such as The US," added Mercan.
"The expansion into the USA marks another important step in our ongoing expansion strategy. Our US launch event during Fashion Week kicked off our sell-in phase: We are currently focusing on acquiring relevant key retail partners in collaboration with our local agency partner to increase brand awareness," continued the brand's CEO.
"Last year, we almost doubled the number of our points of sale from 70 outlets in five countries to 130 points of sale in 14 countries. By the end of the year, we target a presence at 200 point of sales in 20 countries," he further explained.
At the start of the 2023 Formula One season, which kicked off at the Bahrain Grand Prix, Alpha Tauri also disclosed the images of its first photoshoot featuring its two F1 pilots, Yuki Tsunoda and Nyck De Vries.
The new Scuderia Alpha Tauri driver duo wore the brand's characteristic Koov parka from the current AlphaTauri s/s 2023 collection, a breathable and waterproof jacket made with the innovative 3-layer membrane Taurobran.