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Aurora to close concessions in Holland ahead of online launch

Fashion group Aurora is to close its concessions in Netherlands-based department store group Vroom and Dressman ahead of the launch of its multi-branded local language website later this year.

The parent company of womenswear chains Oasis, Coast and Warehouse is to shutter the 11 concessions it operates under the Warehouse and Oasis fascias as it focuses on ecommerce in Holland instead.

The decision is in line with the group’s innovative omnichannel retail strategy for 2012 which aims to drive international presence and growth for all three brands via a ‘right-fit’ market approach, without always relying on a traditional bricks and mortar footprint.

The tabulated site platform, called and already launched in Germany, the US and Australia, allows customers to shop all three Aurora fascias using one basket and combined checkout.

The business also plans to launch in Sweden, France and Spain before the end of the year.

Mike Shearwood chief executive of Aurora Fashions said: “Based on the success of our existing multiple brand sites, we believe we can best serve the customer and accelerate growth in the Netherlands with an online only approach in the short to mid-term.”

For more on Aurora’s decision to close its concessions in Holland, see next Friday’s issue of Drapers.

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