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Aurora to extend 90-minute delivery option outside M25

Aurora Fashions, the group behind womenswear chains including Coast, Oasis and Warehouse, has rolled out its 90 minute delivery option to all of its chains and will open it up to areas beyond the M25.

Oasis, which debuted the service with London customers in March and extended it to Karen Millen in April and Coast earlier this month, launched the service with Warehouse last week.

Warehouse was temporarily offering the super fast delivery for a 99p charge this week – a heavy discount on the  £9.99 delivery costs at Oasis and Warehouse and £14.99 at Karen Millen and Coast.

Aurora will also extend the service from within the M25 to conurbations including Glasgow, Edinburgh, Liverpool, Leeds and Birmingham by the summer.

The group, which despatches the product reserved online from its stores, said that 91% of orders made were delivered within the 90 minute timeframe. The fastest fulfilment was 18mins to an address in central London.

Group multichannel director Hash Ladha said the group is also extending its same day delivery option to Birmingham this month and hopes to bring the services to its mobile website in the future.

The business could also roll out the services to any area where it has stores, including overseas should it reskin its websites to local languages in the future.

Ladha said: “Wherever we have a store and a suitable courier we should be able to offer the 90 minute service.”

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