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Dutch concessions axed in Aurora’s online roll-out

Aurora Fashions is closing its concession business in the Netherlands ahead of the launch of its Andotherbrands.com website in the country.

The group will axe its 11 concessions – made up of its Oasis and Warehouse fascias – in Dutch department store group Vroom & Dreesmann to coincide with the launch of the local language website, which offers product from Oasis, Coast and Warehouse, by the end of the summer.

“Our business with Vroom & Dreesmann is relatively small in scale,” said Oasis managing director Liz Evans. “It made sense to focus our investment on the Andotherbrands.com site rather than through a physical presence.

“Once we’ve launched the site and built and tested the brand in this market we will then be able to review whether it is appropriate to launch [standalone] stores there in the future.”

Andotherbrands.com features all three Aurora fascias on one platform and first launched in Germany last October. As well as the Netherlands, it will also be rolled out to Sweden, Spain and France later this year.

“In Sweden, we have a number of successful [standalone] stores and concessions, so we’ll launch the site alongside those. In France and Spain we have no physical presence so we’ll only have an online strategy,” said Evans.

To support Andotherbrands.com in the new markets, Aurora will invest “heavily” in both online and offline PR, social media and marketing activity.

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