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Warehouse rolls out multichannel offer

Aurora Fashions has launched a fully integrated multichannel offer for its young fashion chain Warehouse.

Aurora, which also operates Karen Millen, Coast and Oasis, has introduced a reserve-and-collect service at so that shoppers can order from its website but collect their items from a bricks and mortar store of their choice.

The click-and-collect service is part of a wider initiative called ‘Ways to Shop’, which will enable shoppers to order any item from the collection and have it sent to their home or to a store, even if that shop does not normally stock the piece.

The service, which uses BT Expedite’s integrated store technology, will roll out to all of Aurora’s chains.

Warehouse managing director Meg Lustman said: “Our customers are passionate about fashion and this service enables them to get their hands on that must-have piece.”

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