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Aurora rolls out multi-branded sites in the US and Australia

Fashion group Aurora is to launch multi-branded websites in international territories including the US and Australia following the success of its dedicated German site which launched last year.

The owner of Oasis, Coast and Warehouse will launch the site,, featuring all three Aurora brands on one platform in both Australia and the US in mid-May.

The launches will be followed by sites in Sweden, the Netherlands, France and Spain in the next six months.

Aurora fashions chief executive Mike Shearwood said the retailer had the confidence to launch in Australia due to the success it has had selling in the country via Asos.

Shearwood said the Australian and US sites would be used as a testing ground for Aurora’s Warehouse and Oasis brands. He added that if the online launches are successful, Aurora would consider opening standalone stores in the two territories in future.

Shearwood said: “But both Oasis and Warehouse already sell well on ASOS in Australia and Warehouse trades well via standalone stores in Latin America so there is no reason why [Australian and US stores] wouldn’t do well.”

Coast already has a presence in the countries - with via concessions in five Bloomingdales stores in the US and four standalone stores in Australia.

Aurora’s dedicated German language website launched in October and has seen a 75% uplift in group web sales in the country since the launch.

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