Aurora restructures Coast, Oasis and Warehouse brands

Warehouse: autumn/winter campaign 2011
Warehouse: autumn/winter campaign 2011

Aurora Fashions, the owner of Coast, Oasis and Warehouse, has appointed French Connection digital executive Jennifer Roebuck as Warehouse's new marketing director, as part of a restructure of the group's marketing and senior management.

Roebuck was head of French Connection's digital and ecommerce business.

She will join Warehouse in February 2012 and replaces Lorraine Pringle, who is taking up the marketing director position at luxury fashion brand Radley.

Separately, Coast is looking to develop its signature occasionwear collection with the hiring of Kim Elliott as design director.

Elliott replaces interim design director Jane Scott, who will remain at the business as a consultant in a creative director capacity.

Coast is positioning itself as an occasionwear specialist and is opening a new flagship store on Oxford Street next year, which will house a new store concept and showcase the brand's full product range.

Elliott has held the position of head of design at Monsoon Accessorize for the past eight years and will take up her new role on March 2012.

Aurora Fashions aims to drive the multi-channel proposition of its Oasis brand by appointing Hash Ladha, group multi-channel director at Aurora Fashions, as deputy managing director at Oasis.

Ladha will take up the new role in the new year, having recently overseen the creation of a 90-minute delivery service and the ‘Anywhere Everywhere’ initiative.

'Anywhere Everywhere' is designed to open up the group's entire stock inventory to every store in order to allow even the smallest store to fulfil web orders.

Aurora Fashions will continue to focus heavily on its multi-channel offering by promoting Ish Patel, group strategic development director, to the role of group omni-channel director.

Follow Matthew Chapman @mattchapmanUK

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