Proton is a synonym for Oroton? I don't find any Google search...

Proton is a synonym for Oroton? I don't find any Google search result explaining Proton in relationship to Oroton, so your reference is unclear.

Let's separate distribution of third party products separately from Oroton's own brands.

Regarding distribution, it is just plain weird that Oroton loses a prestige brand like Ralph Lauren and tries to replace them with Brooks Brothers and Gap. What are they thinking? What is the possible reason for taking on two retailers - that each focus on different markets - and trying to manage those companies? If Oroton needed to cross sell their own brand in different distribution platforms, wouldn't they be better served by bringing in other luxury brands and trying to distribute those through the Oroton store platform they already owned? If Oroton wanted to push its products into wider distribution, why not just do that without any need to take on risk of operating new retailers? The whole move looks beyond confused. More than confused, it looks extremely dangerous and could result in a bankruptcy. Simply retooling their branded products without taking on new companies sounds like something that would have reduced their sales dramatically, but would not have risked the company with liquidity issues.

Regarding branded products, given that Oroton doesn't segment revenues on its public filings, how do we know that Oroton's product ever held high pricing, anywhere, anytime? What do you think changed in the marketing of Oroton's own branded products? Without historical financials showing segmented revenues and gross margins attributable to Oroton's own products, we may not actually be getting a complete picture of what has happened over the years. It almost looks like the company has been hiding behind Ralph Lauren's revenues the whole time, and long-term problems with its own products have simply been hidden from the market. Now without Lauren the "Emperor has no clothes" and all of those problems with its own brand become visible.