Chief executive Sally Macdonald said Oroton, which also owns the Polo Ralph Lauren brand in Australia, was in a fortunate position compared to other luxury goods retailers.
"We're in a good position being in that middle spot where we're not European luxury, we're modern luxury or affordable luxury," Ms Macdonald told AAP.
"In a way the quality of the brand is right for the time, where people want to know they're making a sensible purchase and something that will last a distance rather than disposable fashion."
Ms Macdonald said it was important to have a wide price range, in the current economic climate.
"We have a gift key fob from $45 up to the most expensive bag we sell in Oroton, making sure there is something for everybody," she said.
Meanwhile, Oroton's signature glo-mesh handbags from the 1980s have also made a strong comeback to its stores after the bags became highly sought after items in vintage markets.
"We're constantly playing with that mesh range we've got in stores now and it's attracting a younger customer base, with high school students buying them for their end of school dances," Ms Macdonald said.
"It's eternally popular and we're doing some cool things with leather and mesh going forward, because it is so much part of our history.
"It has a cult following on (social networking website) Facebook, where it's got a site and there's a lot of comments about the mesh bags.
"They are doing well in the vintage markets - it's amazing we saw one in Liberty in the UK for £500 ($1033) last year."
The retailer on Tuesday posted a 20 per cent lift in first half profit to $12.5 million.
At 12.51pm (AEDT), OrotonGroup shares were 50 cents or 22.73 per cent higher at $2.70.
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