A major focus for Oroton lately has been the development of its womenswear range, which focuses on classic transeasonal daywear pieces and is led by creative director Sophie Holt. The autumn/winter 2021 collection, The Forager, features printed silks, luxurious knitwear, shirts and dresses. “Ninety per cent of the business thought we were mad because it’s a time for consultation, it’s a time for being cautious and getting back to your knitting, but we had the support from the owner to basically take a huge leap of faith and really be brave,” said Holt. “I think that was a fundamental mindset that really gave us a great kickstart to launch us out quickly out of VA.”  Like other businesses in the past year, Oroton was forced to close its stores during lockdown, but online sales “went through the roof” and while overseas bricks-and-mortar store growth is on hold for the time being, the business has been investing in wholesale international expansion. The brand currently has two physical stores in Malaysia. “We’re looking at an aggressive international plan over the next 12 months and we’re exploring all those online options,” said Kesby, who was previously CEO at the Cue group for 12 years.  “We’re so confident in our success here in Australia that we want to get it out into the world as quickly as we can because of the success we’re achieving locally. We have a remit to explore everything in relation to international growth and if we talk again in three months’ time, we’ll have a lot more to say.” A time to test and learn Since last year, in an effort to drive more brand awareness among Chinese customers living in Australia, Oroton began engaging daigous via WeChat, who visit stores and livestream their experiences with their overseas followers. Last week, there were daigous at Oroton’s Chadstone store, who spent four hours sharing their thoughts on the latest product ranges from the brand.  “We had a board meeting where we said we’d try eight things and two would stick, so rather than being in our PJs at home last year, we went out and tested [daigous],” explained Kesby.  “We got some significant sales out of that, both here and internationally. They see Oroton as a luxury Australian brand and now it’s an area of great opportunity as part of that overarching international awareness piece.” “Everyone knows Oroton in Australia but we want to be a brand that everyone in the world knows and if daigous can help us penetrate the Chinese market, then as long as they’re on-brand and reflect us, there’s no reason why we’d turn a blind eye to that.”