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Aurora Fashions to launch six new international websites this year

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Aurora Fashions, owner of the Coast , Oasis and Warehouse brands, is expanding its online operations to the US and Australia in the first part of a major push into new international markets.

In all, six new international websites are planned for this year, with the US and Australian sites set to go live in May. Local language and currency sites will open for business in four new European markets later this year, following the launch of a German site featuring all three brands last August.

Each of the new sites will be a tabulated website, operating as a one-stop shop for all three brands. Aurora says the model gives it an “innovative way to enter new markets and build presence” without needing to open shops.

Mike Shearwood, chief executive of Aurora Fashions, said: “Our aim is to replicate the long-term UK success of our brands internationally by using our ecommerce platform to accelerate growth in new markets.

“Establishing these dedicated market sites is an important building block in Aurora’s global omnichannel presence.”

Aurora currently has 1,278 stores in 33 countries, with 207 Coast stores, 253 Oasis stores and 306 Warehouse stores in the UK. Overseas it has 120 Coast, 242 Oasis and 150 Warehouse stores.

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