Bringing R.M. Williams back down to earth

If there was a Paris end to Sydney’s George Street, like Collins Street in Melbourne, Australian bush outfitter R.M. Williams would be in danger of acquiring a European accent at its new address.

The 91-year-old brand’s flagship store has moved opposite French jeweller Cartier, Swiss watchmaker Rolex and closer to Italian luxury label Max Mara, from its old location within wafting distance of a McDonald’s outpost.

Terry Goodear, head of heritage at R.M. Williams, poses in an area dedicated to boot sales at the new flagship store in Sydney.

A customised soundtrack, signature scent and altar to R.M. Williams’ $649 Craftsman boots already stand out inside the 460 square metre space being hastily completed before Thursday night’s official opening.

It looks, sounds, smells, feels and can cost like a luxury experience, but apparently it’s not.

“It sits between luxury and mass,” says Paul Grosmann, chief executive, R.M. Williams. “That’s why it is unique. We are celebrating our craftsmanship and our heritage. There’s nothing like it.”

“That’s why we are near and dear to people hearts.”

High tone associations linger from 2013, when R.M. Williams was purchased by a private equity division of luxury conglomerate LVMH, which owns Louis Vuitton and Dior.

The journey back down to earth began in 2020, when billionaires Andrew and Nicola Forrest bought the boot maker for a reported $190 million, through their private investment arm Tattarang.

Since then, staff numbers at R.M. Williams have increased by 60 per cent, two additional production lines have been added to increase supply, with boot output increasing by 15 per cent each year.

“We know we have the best boots,” says Grosmann. “We need to have an apparel and leather business that can sit beside that. We are making progress, but there’s more to be done.”

Last week Akubra joined the Tattarang family, with a dedicated hat area already in place for the store opening.

“People can come in and have their hats steamed and discover how to care for their boots,” Grossman says. It’s not a luxury store but happily sits beside them.

“This is the first R.M. Williams store I think that you can put on a global stage and be proud of,” Grosmann says.

It’s what you can’t see that makes the new flagship special to Terry Goodear, head of heritage and heartland marketing at R.M. Williams. Above street-level is The Homestead, a digital showroom designed for virtual boot-fittings, real-time online advice and personal shopping.

Terry Goodear is in charge of heritage and heartland marketing at R.M. Williams. He poses with pop-up boot in Pitt Street mall, celebrating the upcoming opening of the George Street flagship.

“It’s important to remember as we look after the global customer, that it’s the heartland that’s where R.M. Williams comes from,” Goodear says. “We need to bring those people on our journey.”

“Digital innovation should be a part of that, and it’s something R.M. (Reginald Murray) the man would have appreciated. He was always about innovation and looking after the customer. That’s why the address is on the lug of the boot – so that customers could send them in for repairs.”

Goodear grips a giant replica of the boot, erected in Pitt Street Mall to celebrate the store opening, to steady himself at any suggestion of a QR code replacing the South Australian address on the boots’ fabric tags. He’s more comfortable with the 4.5 centimetre Cuban heel returning to fashion’s frontlines.

“Well apart from helping short people out, it’s an actual health and safety feature for people who ride horses,” Goodear says.

The digital showroom will recognise VIP customers and provide a variety of touchpoints for people with different levels of technological expertise, before video boot-fit sessions are introduced in January.

“Our founder was the innovator in providing the most personalised service,” Grosmann says.

It sounds like luxury, even when it’s not.

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