Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

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

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.