Aurora fashions launches native language website

Aurora Fashions, the company which owns labels Coast,

Oasis and Warehouse, has announced plans to launch its first native language website, this fall, in Germany, its largest market.

Mike Shearwood, CEO, whom FashionUnited have interviewed before in the light of Aurora’s impressive growth, says, ‘'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.”The new website will also see a new tabulated approach, providing a one-stop shop for all three brands.

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