Oroton Group’s CEO Says ‘The Future Looks Bright’

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By Published On: April 24, 20180 Comments

A week after Meghan Markle was spotted with an Oroton crossbody bag, the company’s CEO, Ross Lane has spoken up about the impact it’s had on the business.

Embattled fashion label, Oroton Group has been in the news a lot lately, with the brand falling into voluntary admission in November last year. However, the company recently made headlines for the right reasons, when Prince Harry’s fiancée, Meghan Markle was spotted with an Oroton Avalon Stripe Crossbody Bag from the brand’s Autumn 2018 collection.

“The bag was chosen and acquired by Ms. Markle independently, so the news came as a delightful surprise to myself and our teams, as is the so-called ‘Markle effect’,” Lane said in an email to Power Retail earlier today.

According to Lane, the flow-on effect of Markle’s purchase resulted in the bag immediately selling out online, which has ricocheted on other styles, with most of the company’s autumn line experiencing an increase in sales.

Meghan Markle

Meghan Markle was spotted with an Oroton Avalon Stripe Crossbody Bag last week.

“Interesting to note, 75% of these online sales were to the US and the UK. We now intend to make a limited quantity of the Avalon Stripe Crossbody Bag available by pre-order,” he says.

Founded by Lane’s grandfather in 1938, 2017 was a tough year for Oroton, as the business collapsed into voluntary administration. However, Lane believes the future still looks ‘bright’, as the label works through a new business structure under the company’s new owner, Will Vicars.

“Under the creative direction of Sophie Holt our teams have been recalibrating our design offer and retail distribution strategy that will re-engineer our business to compete as a global accessories brand. While there is still plenty of work to be done, Ms. Markle’s choice to wear the affordable Avalon bag was a huge endorsement of our new creative direction,” Lane says.

While many details are yet to be confirmed, Lane says he is looking forward to sharing the plans for the “next stage of Oroton’s history”.

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