Aurora Fashions, the group behind Coast, Oasis and Warehouse, will launch its first native language website this autumn in Germany. The new transactional site, which is due to launch in October, will cater specifically to German domestic preferences.

It will also unveil Aurora’s new tabulated website approach to providing a one-stop-shop for all three brands. Customers will be able to navigate conveniently from one brand to another and shop using one basket and one combined checkout, maximising cross-selling opportunities.

The multi-channel retail strategy has been designed with the possibility of inviting brands outside of the Aurora portfolio to join the site. Retailers targeting the German market will be able to unite with the Aurora brands to benefit from shared traffic and a stronger, aggregated consumer offering.

Hash Ladha, Group Multi-channel Director at Aurora Fashions, said, “The new site will offer free returns, standard and express delivery options and local payment options, such as invoicing – service we’re confident will equal that expected of any local e-tailer.

“We’re already in discussions with brands who are interested in collaborating with Aurora to offer the customer great variety of product in one single shop, basket and delivery destination.”

The German website is the first of three planned for launch in international territories by 2012. In the meantime, the brand UK sites will continue to deliver to customers in 29 international markets.

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