Aurora-owned fashion retailer Coast is to debut in Russia this autumn with a store in Moscow, and roll out to other Russian cities if successful.

The move follows sister brand Karen Millen’s move to Russia. It has six shops in Moscow, including one in upscale department store Tsum.
It also has five stores in St Petersburg, as well as stores in Krasnodar, Rostov-on-Don and Archangel.

Coast managing director Liz Shipwright said the retailer’s Russian expansion would be undertaken with a franchise partner.

Karen Millen has fared well in Russia. International director Sanjay Sharma said that sales from the 15 Russian stores are already greater than revenues from all of Karen Millen’s stores within the M25. 

Aurora was created out of fashion group Mosaic by former management and Icelandic bank Kaupthing after it went into pre-pack administration.