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Growth .
The growth phase is the stage during which the business begins to develop its customer base and moves from a negative into a positive turnover. During a visit to Germany after World War II, Lane took an interest in the metal mesh handbags produced by a German Manufacturer. Lane was successful in gaining the exclusive rights to distribute, market and sell mesh fashion accessories from this manufacturer. This decision acted as a catalyst for Boyd Lane & Co to achieve extraordinary levels of growth over the next 15 years. It also took the business into a new area; the lucrative female fashion accessories market. Lane came to the decision to change the name of the business from Boyd Lane & Co Pty Ltd to Oroton Group, originating from the Latin word aurum, meaning gold in English.
Challenges .
The Company's relationship with the one manufacturer meant that any difficulties the manufacturer experienced with producing and supplying the mesh accessories were soon transformed into delays for customers in the Australian market.
Response .
Because of the delays it sometimes experienced in accessing the products, Oroton Group adopted the slogan "Oroton is worth waiting for". Because of the company's innovative designs and high quality, that is exactly what customers did.they waited. In part, the customers' patience could also be attributed to the fact that at that time Oroton Group was the only supplier of mesh products to the Australian market.
Maturity The maturity phase is the later stage when the business has established itself in the marketplace and been competitive in that marketplace for some time. By the early 1960's, Oroton Group was Australia's leading seller of handbags, but this situation was to change.
