Its Warehouse, Oasis and Coast fashion chain launched the 90 minute delivery option within London last week and it will roll out to all Aurora’s brands later this month.
The £9.99 service will also be extended to Glasgow, Edinburgh, Manchester, Liverpool Leeds, and Birmingham.
Hash Ladha, group multi-channel director says his vision is for the service to roll out nationwide wherever the brands have a retail store.
To promote the 90 minute delivery, Aurora launched an introductory promotion offering the service for just 90p.
Aurora is the first retailer to offer this type of super-fast delivery via its online platform and claims since launch its quickest delivery has been made within 18 minutes of the online order being placed.
Hash Ladha says it is part for the group’s brand strategy to build relationships with consumers by offering the widest range of delivery options on the market and providing a flexible model that fits with consumers’ lifetstyles.
The service is being provided by internet startup Shutl which locates the closest store to the delivery address and finds a courier in the area to deliver it.
The move will give it a competitive edge over online fashion retailer Asos.com which has no physical presence. Asos is rumoured to be in talks with high street retailers to develop a high street pick up service.
Aurora is also overhauling all its brand websites to improve aesthetics and functionality.
Aurora in numbers:
- Aurora operates 1,278 stores in 33 countries
- Warehouse 360 UK stores 150 international
- Coast 207 UK stores 120 international
- Oasis 253 UK stores 242 international