Reports have surfaced that Oroton is in talks with boutique personalisation and accessories brand The Daily Edited, to capitalise on the booming personalisation and monogramming craze in the retail sector.
While monogramming has been around from the yesteryear of Roman and Greek nobility, it has recently skyrocketed in popularity for the everyday girl.
And when it comes to the Australian landscape of fashion accessories, online retailer Mon Purse is the first that springs to mind in the world of design and personalization in the handbag and accessories market, with monogramming at the front of their game.
But there could be a new player in town, eyeballing the on-trend world of retail personalisation. Premium accessories retailer Oroton is looking to coin in on the craze, with speculation it’s getting up close and “personal” with Sydney based personalised accessories label The Daily Edited, according a report from the AFR.
It’s believed Sydney based OrotonGroup is in talks with Australian boutique brand The Daily Edited (TDE) to either buy or acquire an equity stake. TDE sell a range of personalisable and customisable leather accessories, including totes and handbags, as well as a premium range of super stylish stationery, such as desk accents and notebook holders.
Oroton currently offers complimentary personalisation of a select range of its leather goods and charms via its online store, but it may be looking to expand this further and capitalise on the trend.
Earlier this month, Oroton’s CEO Mark Newman announced the company was interested in acquiring or launching new brands, despite its unsuccessful project with Brooks Brothers and losses with GAP, which was part of the company’s strategy to break into an affordable line for the luxury brand.
Newcomer The Daily Edited may just be the right collaboration for established Oroton, who say its open to opportunities as they arise.
Founder and creative director Alyce Tran and her business partner Tania Liu setup their online retail store in 2011 and say monogramming without compromising on quality, is their secret to their success. It prides itself on its price point as well, with a monogrammed passport holder costing $70 as compared with a monogrammed Louis Vuitton passport holder at $500 a pop.
The brand currently sells on its webstore, via retailers including David Jones and collaborates with up market brands such as New York based women’s fashion label TOME. Earlier this year it also launched a capsule collection of leather goods with “it girl” Hailey Baldwin, which popularised the label on a global scale.