Aurora Fashions group rolls out 90 minute delivery to five new cities

Aurora Fashions, the group behind women’s fashion brands Coast, Oasis and Warehouse, is extending its 90 minute delivery service to five new cities across the UK.  

The service, part of Aurora’s strategy to offer its customers the widest range of delivery options on the market, allows customers to order and receive their fashion items within as little as 90 minutes by selecting this option at the checkout on the brands’ websites.  

The service is being launched tomorrow in Birmingham, Liverpool, Bristol, Cardiff, Belfast and areas surrounding the Lakeside Shopping Centre in Thurrock.

The regional roll-out follows a three-month pilot in London where 91% of orders were delivered in under 90 minutes. The fastest fulfilment was just 16 minutes to an address in Central London, reports the company. The service has also been available in Manchester, Leeds, Edinburgh and Glasgow since August.

The delivery service is supported by internet start-up Shutl. Its web service, which works by aggregating the capacity of local same-day couriers, integrates with Aurora’s own e-commerce platform, allowing the group’s brands to fulfil online orders quickly from local stores, rather than a centralised warehouse.

Hash Ladha, group multi-channel director at Aurora Fashions, said: “Our customers want the freedom and flexibility to shop and buy in whatever way best suits their lifestyle. They can now order a product across any of our brands in the afternoon and be wearing it that same evening, which is a fashion first. We have upgraded all our delivery options and we now provide the widest range and fastest options available to our customers with both same day and 90 minute delivery.”

The total number of stores across Aurora’s three brands (Coast, Oasis and Warehouse) in each region is as follows:

Birmingham 18

Liverpool 10

Bristol 20

Cardiff 14

Belfast 12

Lakeside 8