Good Summary of ORL History?, page-4

It should be easy enough to figure out. Oroton has been a reseller for quite some time. They lost the contract with oralph lauren which was half their business. So instead of firing half their staff they became resellers for gap and brooks brothers whilst trying to push oroton further upmarket. Its a bit silly because they are trying to push towards Prada and lv but don't have the budget to compete and have already conditioned their customers to expect discounts. Its not quite like dressing up a pig but you get the point. If it works that is good but there was always going to be short term pain and neither gap or brooks brothers have performed.