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Luxury handbags power Oroton turnaround

Strong sales of Oroton Group’s big-ticket handbags are pushing the label back towards profit growth and driving its transformation from a mid-market discounter to an Australian luxury label.

One of its top sellers last financial year was the AUD1195 (USD857) limited edition Rose Love X tote, developed in collaboration with the label’s glamorous brand ambassador Rose Byrne.

The Rose Love X tote is about double the price of Oroton’s core range and chief executive Mark Newman said its popularity revealed the strategy to elevate and rebuild the Oroton brand was working.