UK women’s fashion group to launch German website

Coast: online presence in Germany alongside Coast and Warehouse

Coast: online presence in Germany alongside Coast and Warehouse

Aurora Fashions, the group behind UK women’s fashion brands – Coast, Oasis and Warehouse – is launching its first native language website in Germany in October 2011. 

Aurora operates a total of 106 stores across its three brands in Germany, which is the group’s largest European market.

The new transactional site will feature all its store brands and cater specifically to German domestic preferences to provide an authentic, local shopping experience, said the company.

Customers will be able to navigate from one brand to another and shop using one basket and one combined checkout, maximising cross-selling opportunities.

The site has also been developed with the possibility of inviting brands outside of the Aurora portfolio to join.  

Retailers targeting the German market with complementary fashion brands will be able to unite with the Aurora brands to benefit from shared traffic and a stronger, aggregated consumer offering.

Hash Ladha, group multi-channel 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 e-tailer.

“The tabulated model is an exciting evolution of our approach to multi-channel 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.”

The German website is the first of three planned for launch in international territories by 2012. In the meantime, the brands’ UK sites will continue to deliver to customers in 29 international markets.

Mike Shearwood, CEO 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. Having dedicated sites in our key markets gives Aurora a truly global multi-channel presence and, with this tabulated website move, we’re embarking on a new chapter.”