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Aurora Fashions trades Dutch store presence for online sales

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Aurora Fashions is to replace its high street presence in the Netherlands with a multibrand website.

The company today said it would close 11 Oasis and Warehouse concessions in stores owned by Dutch department store group Vroom and Dressman over the summer ahead of the September launch of a local language website. The new multibrand ecommerce site will sell clothes from its Coast brand alongside Oasis and Warehouse fashions. The launch, says Aurora, fits with its omnichannel retail strategy, which centres on growing its international presence for all three brands via a ‘right-fit’ market approach, that does not always rely on a traditional bricks and mortar footprint.

In the Germany, US and Australia the company already serves its customers through a tabulated site that sells all three of its brands, Coast, Oasis and Warehouse, alongside each other. Each site offers local currencies and distribution and, says Aurora, “guarantees a strong brand experience in any given international market.”

Mike Shearwood, chief executive of Aurora Fashions, said: “Omnichannel isn’t multi-channel by default; it’s also about adopting an intelligent approach to market presence that provides the best customer journey. Based on the success of our existing multiple brand sites, we believe we can best serve the customer and accelerate growth in the Netherlands with an online-only approach in the short to mid-term.”

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