Aurora Fashions today (15 February) confirmed plans to sell its stake in women's wear label Bastyan.

Aurora Fashions, which also owns the Coast, Warehouse and Oasis brands, has hired consultancy firm BDO to find a new investor in the brand, seeking a buyer with more wholesale experience.

"The brand has excellent growth potential - particularly internationally - but it is evolving primarily as a wholesale brand and BDO have been appointed to find a new investor to best realise its full potential," Aurora Fashions said.

"The brand has benefited enormously from being part of the Aurora Group over the last year however both Bastyan and Aurora agree that it has now reached the stage where delivering the growth strategy is likely to be best optimised through wholesale, rather than retail, expertise."

The line was launched by Tonia Bastyan in spring 2010 and focuses on the 35-plus market.