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By Karen Moss

Aurora Fashions has announced it will replicate the success of its andotherbrands.com strategy as part of new plans for the Dutch market.

A local language, multi-brand e-commerce site will be rolled out in September this year. Ahead of the launch, Aurora will exit 11 Oasis and Warehouse concessions in the Netherland’s department store chain Vroom and Dressman over the summer.

The decision is in line with the group’s innovative omnichannel retail strategy for 2012 which aims to drive international presence and growth for all three brands via a ‘right-fit’ market approach, without always relying on a traditional bricks and mortar footprint.

The tabulated site platform, already launched in Germany, the US and Australia, provides a one-stop-shop for all of the brands, allowing customers to shop using one basket and combined checkout. It delivers a more compelling aggregated consumer offering and, supported by a sophisticated distribution system and local payment terms, guarantees a strong brand experience in any given international market.

Mike Shearwood, CEO of Aurora Fashions, says: “Omnichannel isn’t multi-channel by default; it’s also about adopting an intelligent approach to market presence that provides the best customer journey. Based on the success of our existing multiple brand sites, we believe we can best serve the customer and accelerate growth in the Netherlands with an online only approach in the short to mid-term.”



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