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Aurora Fashions was formed in March 2009 from the ashes of Mosaic Fashions, which collapsed in the wake of the downfall of Icelandic retailing group Baugur. Mosaic's four strongest brands were rescued from administration by a management buyout (MBO) backed by Mosaic's chief creditor, Icelandic bank Kaupthing. Without the presence of Mosaic's weaker banners, Principles and Shoe Studio, the resulting group was more strongly fashion focused.
Today the ECJ held:
So what’s the new direction? It has been described as ‘a stripped back approach focussing on casual clothes and separates such as denim and leather’. The move has come with the ‘general trend to more relaxed dressing’. Insert sad face – I’m all about dressing up.