Aurora Fashions is to plough a “significant” amount of capital into overhauling its Oasis stores.
Mike Shearwood, who was promoted to chief executive of the group last week, said Aurora would improve the womenswear chain’s store environment in line with a drive to improve the fashion credentials of its offer.
Shearwood said: “Oasis is moving to a more premium position. We have upped its fashionability and are committed to updating the store concept in line with that.”
Oasis has 242 stores in the UK and 235 overseas. Aurora has added elements of the Oasis store concept unveiled in new stores such as Westfield London into its store in Bluewater, Kent. It will now roll out some elements to other stores.
Oasis was the original chain that formed the Aurora group – which also includes Karen Millen – and was created in March following the administration of Mosaic Fashions.
Last week, Aurora, which has 1,427 stores in 45 countries, said it had annual global sales of about £720m and net debt of about £110m.