Aurora Fashions has appointed marketing and ecommerce guru Hash Ladha to the newly created role of group multichannel director.
The appointment marks the start of an aggressive integrated multichannel push in the UK and overseas by the group, which operates 1,471 stores and concessions in 45 countries for the Karen Millen, Coast, Warehouse and Oasis chains.
Ladha, who will take up the role on June 1, joins from etailer Asos, where he was marketing and operations director from 2007 until November. Prior to Asos, he held various marketing and business development roles including New Look marketing director and commercial director at Dorothy Perkins.
Aurora chief executive Mike Shearwood said Ladha’s appointment would enable the group to gain a more detailed insight into how and when the customer wants to shop in stores and online.
Aurora has doubled its ecommerce sales over the past two years and the division is set to command about 10% of Aurora’s UK sales - understood to be more than £55m - in the year to the end of January 2011.
This year it plans to expand into new markets including launching its first offshore website for Karen Millen in the US. It will also reskin its chains’ websites, which deliver to 27 markets, into local languages.
An integrated stock management system and a single data depository will allow Aurora to offer click-and-collect, in-store delivery and collection and online ordering in stores.