Aurora Fashions look to the future

Aurora Fashions is the owner, developer and manager of some of the most prestigious women’s fashion brands in the UK, including Warehouse, Coast and Oasis.  Aurora is in the process of restructuring and strengthening the management team’s at all three brands in preparation for the expansion of its domestic and international multichannel business.

Last Friday the company announced that the group multichannel director, Hash Ladha, will be acting as deputy managing director for Oasis in 2012, responsible for improving multichannel services and upping Oasis’s market share.  Ladha has been an innovator in such services as 90-minute delivery and international local language websites.

Aurora is also hiring Jennifer Roebuck away from French Connection, where she headed up the digital and e-commerce business.  Roebuck will be joining Aurora’s young fashion brand Warehouse as the marketing director, replacing Lorraine Pringle and with a wider responsibility to include e-commerce.  Lorraine will be moving to a position as marketing director at fashion brand Radley.

The occasionwear brand Coast is also getting new blood with the hiring of Kim Elliot, who has been head of design at Monsoon Accessorize for the past eight years.  She will take up the position of design director at Coast in March of 2012.

Ish Patel is being promoted from group strategic development director to group omnichannel director, as part of Aurora’s plans to ‘drive future omnichannel success’.  Aurora’s chief executive, Mike Shearwood, says that the company is determined to invest in the best people in the industry to head up the different brands and insure customer satisfaction as well as market growth.