Oroton, one of Australia’s most iconic fashion and accessories brands, is rolling out omnichannel technology from Massachusetts-based NewStore across its more than 30 shops.

Oroton will roll out the NewStore Omnichannel PoS, Omnichannel OMS and Omnichannel Manager across its stores to improve its retail operations.

With over 80 years of history, Oroton is a renowned name in Australian fashion, celebrated for its timeless designs and quality craftsmanship. By replacing its outdated, on-premise systems with a cloud-based, fully mobile SaaS platform, Oroton hopes to modernise the in-store experience, enhance operational efficiency and elevate its unified commerce strategy.

“Our focus has always been on delivering exceptional customer experiences, but our old systems limited our ability to create a seamless connection between our digital channels and physical stores,” said Saurabh Bhola, CIO at Oroton. “NewStore stood out as the clear choice to close this gap, not just for its capabilities, but for how seamlessly it integrates with our existing tech stack. Its modular design also allows us to implement at our own pace while still future-proofing our business.”

With NewStore, Oroton will unlock key omnichannel capabilities, including:

• Mobile PoS: Associates can complete transactions anywhere on iPhone or iPad, allowing store teams to assist customers on the go.
• Endless aisle and mixed cart: Store employees can access the brand’s entire inventory, including online stock, ensuring customers get what they need, no matter where they shop.
• Store fulfilment: In-store teams can pick, pack and ship online orders directly from the store, improving inventory efficiency and delivery speed.
• Bopis (buy online, pickup in-store) and boris (buy online, return in-store): Customers enjoy flexible purchasing and returns, enabled by a direct integration between NewStore and Oroton’s ecommerce platform.
• Clienteling and remote selling: Associates can build stronger customer relationships through tailored one-to-one interactions and complete transactions from anywhere.

“The best retail experiences are ones that make shopping feel effortless, no matter where or how a customer interacts with a brand,” said Michael DeSimone, CEO at NewStore. “Oroton understands this, which is why they’re investing in a platform that eliminates friction and gives their customers more control over their shopping experience. With NewStore, they’re not just upgrading their technology, they’re setting a new standard for retail in Australia.”

Founded in Sydney in 1938 by Boyd Lane as an importer of luxury European textiles, Oroton (www.oroton.com) has more than 30 stores nationwide and an expanding online presence,

NewStore (www.newstore.com) offers a scalable and globally compliant unified commerce platform, with omnichannel PoS and branded shopping apps.