Aurora Fashions extends andotherbrands.com to Sweden and the Netherlands
The local language, multi-brand website has gone live in the two countries, with French and Spanish sites due to launch later this year.
The tabulated platform provides a one-stop-shop for the Coast, Oasis and Warehouse brands, allowing customers to shop using one basket and a combined checkout.
The launches form part of the group’s omni-channel retail strategy which focuses on a best-fit presence in each market. The French and Spanish andotherbrands.com sites will mark the first entry into the countries for Oasis and Warehouse which Aurora says will enable it to gauge market demand before any decision is taken on opening physical stores.
While the launch of the Dutch site follows a bricks-and-mortar exit, the Swedish site compliments the group’s existing 14 stores and concessions. In Spain, the group already operates 20 Coast stores.
Aurora said the German, US and Australian websites are all exceeding expectations, with sales in Germany increasing five-fold. Conversion rates and traffic have quadrupled through the localisation of site content, introduction of local payment methods and customer services.
Mike Shearwood, CEO of Aurora Fashions, said: "Our online only approach is proving very successful in many countries, allowing us to capture and grow market share without the need for a physical presence. This next phase in our international strategy further cements Aurora’s position as a true omni-channel retailer, in which we strive to identify the best fit approach for each market."
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