R.M. Williams looks to expand its factory and double its workforce

Struggling to keep up with demand, R.M. Williams will double its workforce to 1000 – and expand its SA-based factory.

Venerable Australian bootmaker R.M. Williams is reintroducing a key leather-working qualification as it seeks to double its manufacturing workforce to 1000 and move to expanded premises in coming years.

The South Australian-based company, which was bought by billionaire couple Andrew and Nicola Forrest’s Tattarang investment vehicle two years ago, is currently unable to keep up with demand, and is looking to expand to a new facility, preferably on or nearby its current Salisbury South site.

Chief executive Paul Grosmann said on Thursday the company would like to eventually double its workforce - it employs about 500 people at its SA manufacturing site - but its factory was currently at full capacity and sourcing skilled workers was also an issue.

To that end, the company is reintroducing the Certificate III in Leather as a qualification and is also in the process of planning how to expand its manufacturing footprint.

The company, founded by Reginald Murray Williams in the Flinders Ranges 90 years ago, also on Thursday released a new brand strategy with the tag line “Crafted For Life”, focusing on the durability and quality of the product.

Staff pictured at the R.M. Williams factory earlier this year. Picture: Matt Loxton

R.M. Williams boots now retail for $649 for the core Comfort Craftsman range following a price rise earlier this year, and are renowned for their durability.

Under its previous owners, French luxury brand company LVMH, R.M. Williams had pushed into overseas markets and sought to position itself as a global luxury fashion brand, with flagship stores in cities such as New York and London.

This push has been set aside under the new ownership however, with Mr Grosmann saying the company was quite clear that “we’re not a luxury brand’’.

“It’s really important for us to reset and be very clear about what we stand for as a business and as a brand,’’ he said.

“We are a proud Australian premium-heritage brand. That’s what we are. We’re not a luxury brand. We’re not going to be chasing fashion. We’re really going to be true to ourselves, and we’re going to be true to our roots.’’

Mr Grosmann said the business was “in a great spot’’ in terms of its financial performance, and the task set for management by the Forrests was to realise its full potential.

“There’s been strong momentum in the business performance. Demand for RM Williams is certainly above what we can actually supply,’’ Mr Grosmann said.

As well as looking to expand its manufacturing capabilities, the company has also set new targets around carbon emissions, gender diversity and sustainability, aiming to eliminate plastic packaging by 2025 and halve its emissions per boot by 50 per cent by 2030.

R.M. Williams lifted sales by 17 per cent in the past financial year to about $220m.