R.M. Williams opens its new flagship Australian store in Melbourne

Iconic boot and apparel brand R.M. Williams is opening its first flagship Australian store since the business was purchased by billionaire tycoon Andrew “Twiggy” Forrest.

Iconic boot and apparel brand R.M. Williams is opening its first flagship Australian store since the business was purchased by billionaire mining tycoon Andrew “Twiggy” Forrest earlier this year.

The store, which will open on Thursday from 9am, has drawn on the unique Australian landscape and has recyclable and sustainably-sourced materials used throughout its 213 sqm layout inside Melbourne’s Chadstone shopping centre.

The new R.M. Williams store at Chadstone Shopping Centre in Melbourne. Picture: Supplied.

Mr Forrest’s takeover of R.M Williams – bought through his private investment group Tattarang for an understood $200 million – returns the business to Australian hands after seven years of overseas ownership.

Tattarang’s chief investment officer John Hartman said it was “exciting” to be investing in a flagship store so quickly after purchasing the cattleman’s brand.

“It’s the first time for the brand that we will have a flagship that can show the whole range of R.M. Williams products including in particular our full women’s boot range which is new to the brand,” Mr Hartman told News Corp Australia.

“It’s going to give consumers the full R.M Williams brand experience.”

RM Williams CEO Raju Vuppalapati with the new boot designed by Marc Newson at the Bondi Junction store in Sydney. John Feder.

Despite many retailers feeling the pinch throughout 2020, Mr Hartman said strong brands including the footwear and clothing brand had remained incredibly strong.

“The fact we are 100 per cent owned and Australian made I think really does speak to people,” he said.

“Despite the challenges and the full lockdown R.M. Williams has continued to trade well nationally and we are really optimistic through this new flagship store that people will want to come into store and experience the brand.”

It has a designated women’s boots table and a made-to-order table, while also taking customers through the more than 80 handheld processes that go into making boots from a single piece of leather.

The special made to order table at the new R.M. Williams flagship store at Chadstone. Picture: Supplied.

Mr Forrest has previously said he wanted to build on the brand’s quintessential Australian legacy of top quality and help keep Australians in jobs.

“We’d like to employ more Australians and get more of these fantastic boots out to people who just love to wear a quality boot which you can pass on from mum to daughter and father to son,” he said.

RM Williams is Adelaide based and was founded by bushman Reginald Murray Williams 88 years ago.

The popular boots are made at the retailer’s Salisbury factory in Adelaide’s north.

@sophieelsworth