The popular accessories retailer Oroton is introducing apparel as well as building on its existing jewellery range in an effort to turn the company around. This decision was made under the new ownership of investor Will Vicars and the founder Boyd Lane's grandson Ross Lane.
Sophie Holt is the new creative director of Oroton and prior to this was widely credited as the key factor in Country Road's recent resurgence.
“Under the new ownership structure, our resources are totally focused on repositioning our iconic Oroton brand as a major player in the fashion accessory market,” said Lane. Now celebrating its 80th birthday, Oroton has had a tumultuous few months since falling into administration last November. In July this year, the company's equity was valued at nil which enabled the completion of a Deep of Company Arrangement through the transfer of all shares to new owner Will Vicar.