RB Sellars unveils Tasmanian debut and 20th store overall amid expansion drive

A national clothing brand with deep roots in rural and regional Australia is just days from unveiling its Tasmanian debut and 20th store overall. Its managing director shares the data behind the decision.

RB Sellars will open its debut Tasmanian outlet at the corner of Charles and York streets in Launceston, formerly TV Direct, on Saturday, December 16. Picture: Alex Treacy

Australian clothing brand RB Sellars is just days away from unveiling its debut Tasmanian outlet, and 20th overall, amid a Covid-delayed expansion drive that has seen it also cross the Tasman Sea for the first time.

RB Sellars, which was founded in 1996 with the release of their first collection, will throw open the doors to its new Launceston store, located at the corner of Charles and York streets, on Saturday.

Caroline Elliott, managing director of RB Sellars owner Propel Group, told the Mercury the new store was not opened on a whim – agrarian Tasmania is a natural fit for the brand, which specialises in rural and workwear.

Moreover, there already exists a thriving online market for RB Sellars in Tasmania.

“We have got a very good e-commerce business into Tasmania. It’s been on our radar for a number of years,” Ms Elliott said.

Propel Group managing director Caroline Elliott. Picture: Supplied

“We look for sites that from an aesthetic perspective suit the brand and in locations we know we have a good reach of e-customers, Launceston ticks all those boxes.”

The new RB Sellars will have five employees initially, including a store manager and assistant, and is actively recruiting additional casuals to man the fort.

Ms Elliott described the brand’s “heartland customer” as being from rural and regional Australia.

“We’re very much the rural uniform for farmers, a lot of what we sell is work shirts and workwear,” she said.

“But we’re really a lifestyle brand as well, we overlay that with more after-work wear as well.

“It’s a one-stop shop, really good quality, fit-for-purpose apparel that’s reasonably priced.”

RB Sellars stocks a wide range of rural and workwear. Picture: Supplied

Ms Elliott revealed that RB Sellars’ expansion drive – she said Launceston is the “fourth or fifth” store opened in 2023, including debut outlets in New Zealand – would continue into 2024.

“We have plans to open another five in the next calendar year,” she said.

Southern Tasmania is a strong possibility for expansion in the coming years.

“Our customers are all over Tasmania. There’s definitely room for another store if needed.

“We would probably go South, given we started in the North,” Ms Elliott said.

RB Sellars Launceston replaces TV Direct, which closed approximately two months ago.

Propel Group has a number of other iconic Australian brands in its stable, including Rossi Boots, Driza-Bone and Goodwoods Saddlery.