Fashion group launches 90-minute delivery in London

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Aurora Fashions, the group which owns the Coast, Oasis and Warehouse fashion chains, is claiming a first with the launch of 90-minute deliveries across all its brands.

Aurora said the service was part of its strategy to provide customers with the widest range of delivery options on the market. It is being provided by internet startup Shutl.

It allows customers to order and receive their product within as little as 90 minutes by selecting this option at the checkout on the brands’ websites. The service is currently being offered within London and will be rolled out to other locations in due course.

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.”

Tom Allason, Shutl’s founder and CEO, said: “We are delighted to be working with Aurora to offer such a world-leading and consumer-centric shopping experience. This is the most sophisticated implementation of our service to date and the result is the world’s fastest fashion.”

Oasis is the first brand to pioneer this technology, followed by Coast and Warehouse who launched the 90 minute delivery option towards the end of last week. Aurora Fashions has also introduced premium next day delivery, a new concept which enables customers to order after the usual next day service timeframe finishes.

Ladha said: “Premium next day delivery uniquely extends normal next day ordering hours to midnight, seven days a week. Combined with 90 minute deliveries, this positions Aurora at the forefront of new developments in multi-channel retailing in response to customer demand.”