Aurora Fashions to launch multi-brand e-commerce sites in US and Australia

Aurora Fashions, the group behind women’s fashion brands Coast, Oasis and Warehouse, is spearheading the international roll-out of its multiple brand e-commerce site with launches in the US and Australia this month (May 2012). The move will be followed by four other European markets later this year, with local language and payment methods tailored to each market.
The group’s new tabulated website,, provides a one-stop-shop for all three brands, allowing customers to navigate easily from one brand to another and shop using one basket and one combined checkout, maximising cross-selling opportunities. The site will launch in the US and Australia on 10 May 2012, following the successful site in Germany which has been running since August last year.
On both the US and Australian sites, the three fashion brands will be available on one e-commerce site to cater specifically to local customers, providing excellent customer service through market-specific shipping rates and a consistent and authentic localised customer experience, claims the company. This has created an online service which allows each of the brands to benefit from shared traffic and a stronger, aggregated consumer offering.
According to Aurora Fashions, international website expansion is a key strand of the group’s omni-channel retail strategy in 2012 to drive international growth. The tabulated site provides an innovative way to enter new markets and build presence without always relying on a traditional bricks and mortar footprint, it said. Supported by distribution systems and local payment terms, the sites deliver a strong brand experience and service wherever they operate around the world, Aurora Fashions claims.
Mike Shearwood, CEO of Aurora Fashions, said: “Our aim is to replicate the long-term UK success of our brands internationally by using our e-commerce platform to accelerate growth in new markets. Establishing these dedicated market sites is an important building block in Aurora’s global omni-channel presence.”