Oroton Group has improved its full year profit with an 18 per cent increase from $19.4 million to $23 million for the year ended July 2010.

Overall revenue grew by 7.9 per cent to $146.4 million for the year.

The company said it has had a good year of trading, especially its Oroton brand which saw store sales increase by 10 per cent and its online sales grow by 50 per cent since last year.

Reflecting its success, the company opened six new Oroton stores taking its total store footprint to 76 while 23 existing stores were refurbished to “elevate brand experience”.

It also had success in expanding the Oroton brand in the categories of shoes while seeing continued growth in lingerie, knitwear and jewellery.

In comparison, its Polo Ralph Lauren brand store sales declined by 6 per cent. Despite this, Oroton Group has renewed its license for the brand for 3+2 year term. There are also plans to expand and refurbish four Polo stores to meet international retailing standards.

Keeping in mind that customers want excitement, a reason to buy, a new format, an online story and value at all price points, Oroton Group said it has already committed to opening four new Oroton stores in FY11 while a new Polo factory outlet will opening in Sydney in the same year.