Fashion group Aurora is seeking to add external brands to its international local-language websites in a bid to emulate the success of rival etailer Asos.

The local-language sites will be designed for multiple brands, says Ladha

The group, which operates the Oasis, Warehouse and Coast brands, will kick-start the strategy in Germany where it will launch a local-language site in October, then wants to roll out to other international markets, and possibly the UK.

Initially, the site will operate with Aurora’s three brands but it has been designed to host multiple brands. The sites will all operate under their own brand names with a unique URL – for example – to allow customers to easily navigate between Aurora’s three brands. Aurora is in talks with other brands to join the site.

Aurora group multichannel director Hash Ladha said the move will allow brands to benefit from a greater flow of traffic and give the customer a wider choice.

He said: “We’re all looking to be in Westfield to share each other’s traffic. It’s the same principle. Why would customers shop at several sites when they can buy a variety of product from one single shop, with one single basket, payment and delivery?”

He said shoppers have the ease of shopping and paying in one basket.

Ladha, who previously worked at Asos, said the model retained the experience of shopping with each individual brand.

He said: “When you shop Asos, you get an Asos experience. Here, you get the experience of shopping the individual brand, yet it’s fully integrated with the wider site.”

The strategy will be rolled out when it launches its next tranche of overseas sites.

Ladha said Aurora will monitor the success of the concept before deciding whether to roll it out in the UK.