Oroton Opens First Middle East Boutique in Dubai

Dubai-UAE: 05 December 2013 – Oroton - Australia's leading luxury accessories and lifestyle brand - has added another milestone to its 75 year history today with the official launch of their first boutique in the Middle East, in Dubai, at the new extension of Al Ghurair Center, located in the heart of Deira.

After paving the way for its international business expansion by opening stores in Asian markets such as Hong Kong, China, Singapore and Malaysia, Oroton's unique Australian expression of affordable luxury is resonating with customers around the world. The fashion retailer has now chosen the lucrative Middle East as its next stop.

A month since its initial opening to the public, the launch of the store was officially celebrated last night with Oroton's CEO and Managing Director, Mark Newman, and Ana Maria Escobar, General Manager and Creative Director, being present at the event.

Mark Newman, said: “We are delighted to have had the opportunity to partner with BAIS fashion in the opening of our first store in the UAE in Dubai at the Al Ghurair Centre. We are looking forward to building a strong and successful business for our Oroton brand and expect this first store to be one of many in the UAE.”

Reflecting the elegant sophistication of the brand, the new store at Al Ghurair Center is like a glass jewel box beckoning one's attention to delve deeper, the arresting façade consists of golden monogrammed “O” tiles which was inspired by the Latin origins of “Oroton” – the name stemming from “Oro”, meaning gold, and “Ton” implying tonnes of gold.

Grant Parnell, General Manager, BAIS Fashion, said: “We are very happy and proud to partner the Oroton Group in the Middle East, and we strongly believe that this iconic Australian brand will perform exceptionally well in our market, as it has done in Australia and other markets where it is available. During the last five years, the Middle East has risen to the forefront as a rapidly emerging market in terms of fashion. Dubai specifically is the standard bearer in this regard.

“Research also tells us that there are only a handful of brands which fall into the ‘Affordable Luxury' category. We believe there are a large number of consumers who would benefit from the introduction of this wonderful brand into our market.”

Celebrating a milestone of its 75th anniversary this season, Oroton has launched its new store by showcasing its Winter 2013/14 Collection in Dubai. Taking a closer look at its origins, for this season, the brand has chosen pieces that reinterpret the signature mesh and gold from the brand's foundation. The collection takes inspiration from Australia's fauna, sun drenched skies, and vivid landscape, depicting the country's unique environment. Furthermore, the use of materials like stone, brushed metals, and natural wood, has been influenced by Australia's architecture of the 1970s.

Founded in 1938 in Sydney, Australia, Oroton - combining chic simplicity with playful design essence - produces a wide range of products for men and women including handbags, small leather accessories, sunglasses, jewelry, apparel and shoes. Every collection is designed in Sydney at the hand of GM & Creative Director Ana Maria Escobar. “We are very excited to see Oroton expand into another new market. Especially one where the customer is fashion savvy and appreciates unique and distinctive designs.” says Ana Maria.

Building upon its reputation for creating innovative, modern and beautiful products, the brand focuses on casual glamour, relaxed luxury and timeless style. Currently Oroton has 58 stores in Australia, as well as nine in Asia and two in New Zealand

For more information on Oroton, please visit: www.oroton.com