Rainer Knapp was appointed CTO of AstorMueller AG in September 2022 and has been driving the digital transformation, connecting the dots. 

He has more than 20 years of experience in the retail and consumer industry, making him an international expert in designing comprehensive digital brand worlds and in implementing innovative Omnichannel architectures.  

Rainer looks back on an international career as a technology leader, with Global Director positions at Oberalp (mountain sporting goods with brands such as Salewa and Dynafit), Willy Bogner and Wolford (premium fashion), as well as many years of IT leadership experience in the media industry. 

As an official ambassador of the MACH alliance (machalliance.org) Rainer is actively supporting and contributing to advance MACH architecture ideas and related technology with activities such as webinars, podcasts, consulting and speaking engagements. 

Rainer’s Italian and Austrian origins give him the ability to bridge cultures – analog to combine traditional tactile physical experiences and hyper-modern digital solutions to create a seamless Omnichannel experience with the benefits of both worlds.