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Aurora launches first multi-brand site

Fashion group Aurora Fashions, the company behind womenswear chains Oasis, Warehouse and Coast, has rolled out its first website selling all three of its brands with the launch of its first dedicated international website in Germany today.

The multi-branded site features tabs for all three of the Aurora Fashions’ chains websites on the one page. By clicking on the appropriate tab at the top of the page, users can jump between the respective websites of Oasis, Warehouse and Coast.

Germany was the first international site to launch but according to Oasis managing director Liz Evans, other markets including France, Holland and Sweden will follow in the new year with seven international sites due to launch in total.

Although Aurora Fashions has shipped worldwide prior to today’s launch, it has not provided dedicated international sites translated into different languages.

Oasis has revamped its website to coincide with the German launch, making it easier to navigate and, according to Evans, “reflect more of the brand’s personality online”.

“We are really pleased with the way it looks,” she added. “We have tried to be bolder with colour and added a sense of fun to the site. Shopping should be fun and we wanted to reflect that online as well.”

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