Discoloration / lightening of leather on Portfolio Tobacco Sundance Sofa

[Jabra]

Cheers community. I have an puzzling issue on the arm of our Hancock and Moore Sundance sofa in Portfolio Tobacco. I noticed the other day a light discolored areas on the arm of our sofa. I am not aware of any chemicals, abuse, cleaning agents, etc being used on the arm. At first I thought it was a reflection from the patio door, then thought maybe it needed a cleaning, I used just a little leather cleaner and a microfiber rag and it didn't change it a bit. The texture feels the same as the rest of the leather, it's just lighter/blotchy. Anyone know what caused this, is there any recommended fix? I sent Hancock and Moore the picture as well, I am awaiting any feedback from them. Recommended a more aggressive cleaner, conditioner, or does H&M have any specific restoring color products specific to color match portfolio tobacco?