Aurora Fashion extends e-commerce deal

Aurora Fashions has extended its deal with BT’s retail e-commerce arm as it attempts to increase its online sales.

Aurora Fashions has extended its deal with BT’s retail e-commerce arm as it attempts to increase its online sales.

BT’s Fresca business already has a relationship with Aurora Fashions providing e-commerce platforms for its Oasis, Warehouse and Coast brands as well as Karen Millen over the last five years.

The new contract, part of Aurora’s recently announced initiatives around boosting its multi-channel capability, will increase the focus on improving the brand outside the UK, beginning in continental Europe and Australia.

The companies will attempt to ensure that that the e-commerce sites perform effectively in different regions. It will offer local language text, promotions, payment and customer service tailored to each specific country. Additionally, the websites will support local payment types and fulfillment.

Ish Patel, group strategic development director at Aurora Fashions, said the retailer reviewed the leading players in the market: “We selected BT Fresca on its proven record of delivery and support, and a shared vision of priorities for the next phase of growth within this channel. We’re confident of increasing our online sales around the world with BT’s help.”

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