01 Dec 2023

R.M.Williams opens global brand flagship store on Sydney’s iconic George St

R.M.Williams has officially opened its global brand flagship store on George Street, Sydney, heralding a new era of retail experiences for one of Australia’s oldest and most iconic boot brands.

3 minute read

Located at 345 George St. in Sydney’s CBD, the new brand home continues a special partnership with leading Australian design architects ACRD, creating an array of unique, experiential moments, bespoke furniture and finishes throughout, a place where heritage meets innovation. The store is a fitting location for the brand’s bestselling collection of handcrafted leather boots as well as its ever-growing range of apparel and lifestyle products.

R.M.Williams has been part of the George Street retail scene since 1987 when the first Sydney retail store was relocated from Castlereagh Street. The upgraded store will house the brand’s entire collection at one flagship location and provides ample space for a virtual retail shopping experience, brand activations, events, and for customers to access our signature service, including being fitted for a new pair of RMs.

R.M.Williams chief executive Paul Grosmann said the new store represented a new future in craftmanship, innovation and sustainability for the home of R.M.Williams.

“It’s an honour to expand into a new flagship space on George Street, the same street that has hosted us since 1987,” Mr Grosmann said. “Our new location will offer a world class retail experience with a number of distinctive spaces and interactive moments that immerse customers in the world of R.M.Williams. We look forward to celebrating this next chapter of our retail journey in such an iconic location – one that’s emerging as the beating heart of Sydney’s retail scene.”

The Homestead

Above the store, a new digital innovation space will allow the brand’s customer service team to connect with clients in personal ways, delivering the R.M.Williams retail experience via virtual channels. A purpose-built digital showroom will house services such as virtual boot fitting and personal shopping, offering customers real-time style and fit advice, while removing geographical boundaries. Complete with artisanal touches and bespoke details, the space has been built thoughtfully as a place to belong.

Experience a legacy

Set across a spacious 460m2 area, the store is a considered next step in R.M.Williams’ growing retail offering, with dedicated spaces for each of the brand’s product categories and design details that nod to its impressive legacy of Australian craftsmanship. The apex of the store is a curved boot wall – the largest in the brand’s retail repertoire – that presents the signature offering of handcrafted leather boots. The space is complete with bespoke seating, boot care nooks and soft carpet underfoot, forming a relaxed environment in which to get expertly measured and fitted for a pair of iconic RMs.

Ambient lighting can be fully adjusted to transform the environment, whilst an earthy colour palette and homely, wardrobe-style fixtures contribute to a relaxed feeling of ease. Custom-made display units provide a thoughtful home for the brand’s diverse product offering and take customers on a journey through the store, inviting them to discover new products and build a timeless Australian wardrobe.

The store’s soundtrack is a community effort, featuring songs and artists recommended by the brand’s loyal customer base, whilst Scent 01, the signature R.M.Williams’ scent completes the sensorial brand experience. For an added touch of history, the store will house the founder’s personal leather saddle in a bespoke Made by Morgen display case; a rich part of the brand’s history showcased in a new urban home.

R.M.Williams opens on Friday 1 December 2023 at 345 George Street, Sydney.