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Aurora launches international ecommerce strategy with German website

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Aurora Fashions, the retail group behind fashion brands Coast, Oasis and Warehouse, says the launch of its first dedicated overseas ecommerce website marks the start of a new international strategy.

The German language site, to launch in October, is the first of three international sites that Aurora plans to have up and running by 2012.

Mike Shearwood, chief executive of Aurora Fashions, said: “We’ve translated long-term UK success into international expansion with brands that have their own distinctive market positions and appeal to consumers of all nationalities around the world, alongside a best-fit approach to market entry.”

The site, which will be found at,, and, will cater to local shopping preferences in Germany while providing a one-stop shop for all three of the Aurora brands. Customers will be able to move easily from one brand to another and put their purchases into a combined basket before moving to check out.

The tabulated design of the website also opens the possibility of inviting other brands outside the Aurora portfolio, such as retailers of complementary German brands, to join the site.

Hash Ladha, group multichannel director at Aurora Fashions, said: “We are passionate about creating an online experience designed exclusively for the German market and customer. The new site will offer free returns, standard and express delivery options and local payment options, such as invoicing – service we’re confident will equal that expected of any local etailer.

“The tabulated model is an exciting evolution of our approach to multichannel and we’re already in discussions with brands who are interested in collaborating with Aurora to offer the customer great variety of product in one single shop, basket and delivery destination.”

Shearwood said: “Having dedicated sites in our key markets gives Aurora a truly global multichannel presence and, with this tabulated website move, we’re embarking on a new chapter.”

Until the international sites are up and running, Aurora’s UK sites will continue to deliver to 29 overseas markets.

Our view: Last week it was 90-minute delivery, today the news from Aurora Fashions is of international expansion – both good solid steps for a multichannel retailer looking to make shopping convenient to its customers. We wait with interest to see what next week will bring.

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