07 Oct 2021

R.M.Williams Expands National Retail Network With New Design and Retail Experience at Karrinyup, Western Australia

Iconic Australian heritage brand R.M.Williams has expanded its national retail footprint, opening a new retail store at the recently-renovated Karrinyup Shopping Centre in Perth as the brand grows its digital and storefront networks to meet increasing demand.

2 minute read
R.M.Williams Karrinyup

The new Karrinyup store marks the second new retail store opening since the iconic 89-year-old brand was returned to Australian ownership following its purchase by Tattarang, Andrew and Nicola Forrest’s private investment group, in October 2020. Boasting the largest collection of Australian designers under one roof, the positioning at Karrinyup is a natural step for the iconic brand.

R.M.Williams Director, Nicola Forrest AO, said the company was experiencing record sales growth as both new and returning customers continued to seek out the brand.

“Now more than ever, we are seeing first-hand that Australians want to support Australian-made products,” Mrs Forrest said.

“We are strengthening the foundations of this great company to expand on our high quality, Australian-made products. The trust our customers have in the brand is testament to the hard work and dedication of our world-class team of craftsmen and women.”

The new store in Western Australia has been designed to be a key destination for everything R.M.Williams and will showcase the design direction conceptualised by the brand and award-winning agency E2 that was debuted in the Chadstone flagship in December 2020.

A celebration of the R.M.Williams heritage and legacy, the concept heroes a tribute to the brand’s Boot Room in the Adelaide workshop while materials and an earthy colour palette draw on the unique landscapes of Australia. Sustainable design principles are featured throughout, including the use of recyclable, ethically sourced materials and energy efficient technologies that are used across lighting and digital. This includes a large format LED screen to showcase brand origins and assets, reducing printed signage material turnover.

Noting key engagement points as part of the consumer journey, the store transports customers into the R.M.Williams world and pays respect to the brand’s iconic boots. More than just a display, the two boot tables in the Karrinyup store invite consumers to sit and be expertly fitted, whilst being educated on the authentic craftsmanship features that are unique to R.M.Williams – behind the creation of each boot, are over 80 pairs of highly skilled hands.

Evocative of a traditional outback landscape, blackened steel finishes and exposed copper ducting are used throughout, a nod to stockyard fencing and the rugged elegance of the R.M.Williams brand. Recycled woods are utilised, with deep ochre flooring reminiscent of the weathered earth of Australia’s red centre. The heirloom-style furniture and detailing used throughout serves as a homage to the leather from which the brand’s iconic boots are made.

Known for its quality and craftsmanship, the new R.M.Williams destination is designed to forge a connection with both modern adventurer and global consumer, whilst staying true to the brand’s DNA and its ties to life in the Australian outback. The store opened to the public on October 7.

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