They may not be opening brick and mortar stores here yet, but three beloved British high street retailers are making their wares available to U.S. customers for the first time.
Warehouse, Oasis and Coast London, all of whom are owned by a company called Aurora Fashion Brands, are set to launch U.S. ecommerce this month through a new shopping platform. And not so shockingly, two of them–Warehouse and Oasis (the cutest ones in our opinions)–are favorites of high street queen (and actual royal) Kate Middleton. Back in April of last year, Kate was spotted shopping at Warehouse in preparation for her honeymoon. And in February of this year, she was spotted wearing a past-season Oasis frock at a Children’s Hospital in Liverpool.
Mike Shearwood, CEO of Aurora Fashions, said in a release, “We’ve translated long-term UK success into international expansion with brands that have their own distinctive market positions and appeal to consumers of all nationalities around the world, alongside a best-fit approach to market entry.” We’d be willing to bet that Kate Middleton gave that long-term UK success at least a little bit of a boost and gave those brands more than a few potential U.S. customers. It certainly won’t be the first instance of a brand she favors expanding into the U.S. market. That being said, both brands make really cute stuff that we would (and will) totally buy (see above dress, which retails for reasonable $98 USD).
The brands will be shoppable through a new ecommerce platform called andotherbrands.com (which currently seems to exist only in German), which sounds a bit like Piperlime in that you can shop each brand with one shopping cart. It’s been built to cater to US customers and is set to launch April 24.
Also worth noting: the site may give ASOS a little competition. The London-based mega e-tailer kind of had the market cornered for making UK high street brands available internationally in a user-friendly way. Though, with only three brands under its umbrella, andotherbrands.com (which we just realized sounds weirdly similar to H&M’s new high-end brand “& Other Stories”) will be a little more niche and less overwhelming.