One of the world's largest fashion groups has announced the launch of its first e-commerce site in Australia.
Aurora Fashions, the UK group behind internationally respected women’s fashion brands – Oasis and Warehouse London – will launch a dedicated Australian online offering this autumn, on May 15.
The new transactional site, www.andotherbrands.com, will combine product from both Oasis and Warehouse London on one e-commerce platform, with local shipping and a shared 'basket', to allow convenient navigation from one brand to another.
The combined checkout facility, designed to maximise cross-selling opportunities, will also allow both brands to benefit from shared traffic while offering the consumer a more aggregated product offering to choose from.
Aurora Fashions CEO Mike Shearwood said the Australian e-commerce venture is one of five international launches the brands have planned for 2012, also including launches in Europe and the United States, giving local consumers around the world greater access to the high street fashions of London.
“We’ve translated long-term UK success into international expansion with brands that have their own distinctive market positions and appeal to consumers of all nationalities around the world, alongside a best-fit approach to market entry,” he said.
“Having dedicated sites in our key markets gives Aurora a truly global multi-channel presence and with this tabulated website move, we’re embarking on a new chapter.”
Established in 1991, Oasis is a leading high street brand with 500 stores and concessions in 25 countries.
Warehouse, which launched in 1976, is positioned at the upper end of the high street with over 460 stores and concessions internationally. The brand won the ‘High Street Retailer of the Year’ category in 2011 at the UK retail awards, Drapers Fashion Awards.