Aurora appoints brand MDs

Aurora Fashions, which owns high street fashion chains Coast, Oasis, Warehouse and Karen Millen, has overhauled its management structure by appointing managing directors for each brand for the first time.


The group’s former chief strategy officer Meg Lustman takes over as MD of Warehouse. Coast is now headed up by the former CEO of LK Bennett Margaret McDonald.

Former Coast MD Liz Evans takes the reins at Oasis and Gemma Metheringham and Steve Price become joint MDs of Karen Millen.

Mike Shearwood, Aurora chief executive, says: “Appointing MDs to each of our brands is a significant milestone and demonstrates we have now moved, earlier than originally planned, into the next stage of our development. Our focus is on growth.”

Shearwood is also reported to be considering a trial of dual-branded Oasis and Coast stores.

Former marketing and operations director Hash Ladha has been appointed as group multi-channel director to develop its “innovative cross channel retail technology”.

Karen Millen has also appointed its first financial director, human resources director and supply chain director with the aim of “reinforcing the brand’s independent management team”.

The fashion group formed a year and a half ago following the collapse of fashion group Mosaic amid the fall of Icelandic group Baugur.

It has just reported an increase in profit and sales.

Like for like sales increased 5%. Global sales increased to £363m while online sales increased 34%.

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