What AlphaTauri does

AlphaTauri GmbH is an Austrian premium fashion and lifestyle company headquartered in Elsbethen, near Salzburg, founded in 2016 and wholly owned by Red Bull. The brand designs, manufactures, and sells functional apparel and accessories for men and women, organized around four collections: Signature (everyday and travel), 3D Knit (seamless knitted garments), Premium Active (technical sportswear), and Ibiza Edition (seasonal swimwear). It serves consumers directly through its own e-commerce storefront at alphatauri.com, which ships to more than 80 countries, and operates a seasonal pop-up — the Ibiza Fashion Energy Station at Ibiza Gallery — co-developed with Red Bull Spain. In the United States the brand distributes through exclusive partnerships with Nordstrom (online and in-store) and Luisa Via Roma (online), with additional physical retail partners RDC, AK Riggs, and MENS in Canada.

Product differentiation is rooted in proprietary textile technologies rather than apparel design alone. AlphaTauri holds registered trademarks on Taurobran® (a nano-engineered, 3-layer e-spinning waterproof-breathable membrane rated to 5,000mm), Tauroshield® (a high-performance waterproof-breathable fabric), and 3D Knit (a seamless knitting process that produces garments in a single piece with zero manufacturing waste). These are combined with licensed performance inputs (PrimaLoft® insulation, COOLMAX® cooling) and sustainable materials (organic cotton, Apple Leather®). Pricing is positioned at the premium end of the functional-fashion segment, with parkas at €900, packable jackets at €470–€650, performance pieces at €40–€280, and a newsletter-driven 10% first-order discount for customer acquisition.

The business model is direct-to-consumer e-commerce as the primary revenue channel, supplemented by a small set of wholesale partners in North America and experiential pop-up retail. Brand marketing is built around high-profile athletes — most notably Formula 1 driver Max Verstappen and ski jumper Ryōyū Kobayashi — and a multi-channel organic social and content presence (Instagram, TikTok, YouTube, Facebook, Pinterest, email, editorial Stories). The company operates with 51–100 employees, returns processing is outsourced to PVS Fashion-Service GmbH in Germany, and payment checkout supports PayPal, Klarna, Apple Pay, Google Pay, and regional schemes (iDEAL, TWINT, Bancontact). As a privately held Red Bull subsidiary, AlphaTauri is not disclosed to have external shareholders or fundraising history.

Name

AlphaTauri

Legal name

AlphaTauri GmbH

Website

https://alphatauri.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

AlphaTauri GmbH is an Austrian premium functional-fashion brand (Red Bull subsidiary, est. 2016) that sells proprietary waterproof-breathable apparel, 3D-knit, and athleisure collections to men and women globally via alphatauri.com D2C e-commerce and select Nordstrom/Luisa Via Roma wholesale partnerships.

Ownership category

akta.pro rank

Product category

Premium Functional Apparel

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599), Clothing and Clothing Accessories Retailers (458110)

SIC

Women's, Misses', And Juniors Outerwear (2330), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

akta.pro secondary industries

Athletic / Performance & Activewear Brands (CRAAAAAD), Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers) (IMAOAFAJ)

Keywords

• Functional fashion apparel
• Premium outerwear
• Technical sportswear
• Swimwear collections
• Seamless knitwear

Headquarters

HQ city

Elsbethen

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Retail: Primary revenue stream through owned alphatauri.com e-commerce platform selling apparel directly to consumers globally. Offers standard shipping (free within EU), guaranteed delivery dates, and returns within 30 days.
2. Wholesale/Partner Retail: US market served through wholesale partnerships with Nordstrom (online and physical stores), Luisa Via Roma (online), and Canadian retailers RDC, AK Riggs, and MENS.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

AlphaTauri designs, produces and sells premium functional fashion apparel and accessories, including waterproof outerwear, performance sportswear, swimwear, knitwear, and lifestyle pieces. The company operates primarily through its own alphatauri.com e-commerce storefront with worldwide shipping, supplemented by wholesale partnerships with Nordstrom and Luisa Via Roma in the US and Canadian retailers, plus a seasonal pop-up in Ibiza. Proprietary technologies such as Taurobran®, Tauroshield®, and seamless 3D Knit construction underpin its product range.

Product overview

AlphaTauri is a fashion brand offering a unified clothing and accessories portfolio across men's and women's categories. The core offering consists of main fashion collections (Clothing, Accessories, Sale) supplemented by specialized sub-collections: the Premium Active line (technical sportswear for fitness and workouts), the Ibiza Edition (swimwear capsule), the 3D Knit Collection (seamless knitted garments), and the Signature Collection. Key technology-driven products include Taurobran® waterproof breathable membrane outerwear, Tauroshield® packable rain jackets, and PrimaLoft® insulated parkas. The brand operates primarily through its official online store (alphatauri.com) with e-commerce in multiple languages and currencies, plus retail partnerships with Nordstrom and Luisa Via Roma for US customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Iconic Packable Waterproof Taurobran® Parka (KOOV) High-performance men's parka using Taurobran® membrane technology that is waterproof while breathable, with PrimaLoft® insulation for cold weather protection, packs into an integrated bag. Priced at €900.00 per unit.
• Iconic Packable Waterproof Taurobran® Parka (KAAV) Women's waterproof winter parka featuring Taurobran® technology with high-protection performance and stylish silhouette; packable design for travel convenience.
• Tauroshield® Packable Light Jacket Packable men's jacket using Tauroshield® technology with water-resistant properties, adjustable cuffs with magnetic snap buttons, packs into pocket opening. Priced at €650.00 per unit.
• Packable Light Tauroshield® Rain Jacket Waterproof and packable women's outerwear jacket using proprietary Tauroshield® membrane technology with wind-resistant and breathable properties, adjustable hood, and packs into its own pocket.
• Packable Water-Resistant Blazer (OBOSS) Water-resistant 2-in-1 men's blazer that can be worn as just the blazer or with the detachable vest for rainy weather, with packable design for travel.
• Premium Active Packable Fitness Jacket Packable fitness jacket with 4-way-stretch fabric, water-repellent finish, adjustable hood, reflective elements, and ventilation perforations; packs into its own pockets. Priced at €280.00 per unit.
• Premium Active Technical Knit Fitness Leggings Women's performance leggings with 3D knit construction for freedom of movement, quick-dry technology, and targeted support zones.
• Premium Active Technical Knit Sports Bra Women's sports bra with 3D knit construction, quick-dry technology, double layer knit, and reflective logo, designed for unrestricted freedom of movement. Priced at €90.00 per unit.
• Seamless 3D Knit Fitness T-Shirt Men's seamless 3D Knit fitness T-shirt knitted in one piece, eliminating bulky seams, maximizing movement and comfort with zero-waste production.
• Premium Active Fitness and Running Cap Performance cap designed for running and fitness activities, part of the Premium Active accessories collection.
• Ibiza Edition Swimshorts Men's swimshorts from the Ibiza Edition capsule with regular fit, elasticated waistband, mesh liner, and 3D logo badge; made in Portugal.
• Organic Cotton T-Shirt (JOTTO) Men's T-shirt made from organic cotton sourced from suppliers using sustainable methods without pesticides or genetically-modified cotton, with conscious water irrigation practices.

Quantifiable outcome

• Taurobran membrane achieves 5,000mm waterproof rating while maintaining breathability
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature8 records

Partnerships

Six partnerships are on record, tiered core and minor.

• NordstromcoreChannel Partner/ Reseller/ DistributorExclusive US retail partner offering men's and women's AlphaTauri products online at Nordstrom.com and in Nordstrom physical stores across the United States.
• Luisa Via RomacoreChannel Partner/ Reseller/ DistributorUS online retail partner for both men's and women's AlphaTauri collections, accessible through luisaviaroma.com for US customers.
• reVOLVER IbizaminorStrategic or Co-development PartnerIconic local boutique hosting a sunglasses installation inside the AlphaTauri Fashion Energy Station space at Ibiza Gallery, curating a mix of luxury eyewear brands to complete the lifestyle offer.
• Ibiza GalleryminorStrategic or Co-development PartnerLuxury shopping destination in Ibiza's Platja d'en Bossa hosting the AlphaTauri Fashion Energy Station pop-up store. The space serves as the retail location for AlphaTauri's seasonal Ibiza activation.
• Red Bull SpainminorGTM or Marketing PartnerCollaboration for in-store activations and athlete appearances at the Ibiza Fashion Energy Station, combining Red Bull's sports and culture network with AlphaTauri's fashion offering.
• PVS Fashion-Service GmbHminorImplementation/ SI/ Consulting PartnerThird-party logistics partner handling returns processing for AlphaTauri orders from outside the EU, operating from Haßfurt, Germany.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Patagonia: Established premium outdoor apparel incumbent with a sustainability-led brand and broader product portfolio. Comparable to AlphaTauri on premium pricing, technical outerwear, and sustainability narrative, but with vastly larger scale and brand recognition.
• Moncler: Luxury outerwear incumbent positioned at the intersection of fashion and technical performance. Comparable to AlphaTauri on premium outerwear price points (€900+) and the fashion-meets-function narrative, but operating at vastly larger scale and global brand recognition.
• The North Face: Global premium outdoor and activewear brand with a wide product range spanning technical outerwear, athleisure, and streetwear. Overlaps with AlphaTauri across multiple categories (Premium Active, outerwear) but at meaningfully larger scale and broader distribution.
• Lululemon: Premium athleisure incumbent with proprietary technical fabrics (Luon, Nulux) and a strong DTC model. Comparable to AlphaTauri on the Premium Active technical sportswear positioning and premium pricing for performance apparel.

Direct peers

• Mammut: Swiss premium mountain sports brand with deep technical outerwear heritage. Comparable to AlphaTauri on premium positioning, proprietary membrane technology, and the DACH-region origin (AlphaTauri is Austrian, Mammut is Swiss) — both target technical yet style-conscious consumers.
• Arc'teryx: Premium technical outerwear brand built around proprietary Gore-Tex-equivalent membranes and seamless construction. Arc'teryx is the closest direct competitor to AlphaTauri's Taurobran/Tauroshield-led functional-luxury outerwear positioning, serving the same affluent outdoor-active consumer.
• Stone Island: Italian premium technical apparel brand known for proprietary fabric innovation and a fashion-meets-performance identity. Closely comparable to AlphaTauri's positioning at the intersection of refined style and functional textile technology, with similar premium price points and DTC-anchored distribution.
• Canada Goose: Premium cold-weather outerwear brand with proprietary fabric technology and a luxury price tier (parkas at €900+). Directly comparable to AlphaTauri's Iconic Packable Waterproof Taurobran Parka at €900 and shares the DTC-plus-selective-wholesale model.

Emerging players

• Norrøna: Norwegian premium technical outdoor brand combining high-performance outerwear with Scandinavian design language. Comparable to AlphaTauri on premium technical apparel, proprietary fabric technology, and a DTC-anchored selective wholesale model.
• Houdini Sportswear: Nordic premium technical apparel brand with a sustainability-first identity and seamless/recycled construction. Comparable to AlphaTauri on the intersection of technical performance, premium positioning, and zero-waste/sustainable manufacturing narratives.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCk0vJ2hfxay7zEdqs0OXzjw
• Facebookfacebook.com/alphatauriofficial
• Instagraminstagram.com/alphatauri
• TikToktiktok.com/@alphatauri
• Pinterestpinterest.com/alphatauriofficial
• LinkedInlinkedin.com/company/alphatauri

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AlphaTauri