AlphaTauri has opened its first Central European showroom in Germany on the occasion of the Düsseldorf Fashion Days. At Düsseldorf's Media Harbour, Red Bull's independent premium fashion brand presents the latest mens- and womenswear collection on three floors and over 600 sq. meters.

"Düsseldorf remains one of the most important fashion locations in Germany for the fashion retail trade. Setting up a showroom in Düsseldorf's Media Harbour is an important step in our global roll-out, as it will also enable us to engage in a more intensive exchange with our international partners in the neighboring Benelux countries and to present the latest collections personally in an innovative setting," says Ahmet Mercan, CEO of AlphaTauri.



Parallel to the opening of the showroom, the brand also launched the AlphaTauri DSA-01: a digital sales and studio assistant (robot) especially developed for AlphaTauri, which enables buyers to visit and experience the showroom via the Internet and thus supports the online ordering process.

AlphaTauri's digital sales and studio assistant DSA-01
Photo: AlphaTauri
AlphaTauri's digital sales and studio assistant DSA-01
The robot features a freely moving studio camera that provides a 360-degree perspective. This allows the showroom to be freely explored in a similar way to an onsite visit. Buyers can also control the digital assistant independently through the showroom and switch between different functions to take a closer look at collection parts, finishes and materials.

The sales team can interact with the AlphaTauri DSA-01, present products live and respond directly to customer questions via conference call (MS Teams, Zoom, etc.).



“Thanks to our digital sales assistant, our sales team can arrange an order appointment with buyers all over the world and guide them through our collections, whether they are in Barcelona, London or Tokyo, in the office or in the home office. The AlphaTauri DSA-01 can also be used for onboarding with new AlphaTauri employees and for product training,” explains Tanja Gündling, VP of AlphaTauri.



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