Iconic Australian outfitter R.M.Williams has today unveiled The Drover, a custom-built storytelling and retail vehicle designed to bring the brand’s spirit of craftsmanship and connection directly to regional communities around Western Australia.
Making its first official appearance today at the Dowerin Machinery Field Days, The Drover is more than just a travelling retail space, it’s a moving tribute to heritage, quality and the rugged spirit of the outback.
Telling the stories of R.M.Williams and Akubra and offering their iconic Australian-made products for sale, The Drover will travel from remote towns to regional centres creating meaningful connections with communities and customers in the most remote places.
Designed as a showstopper, The Drover is a statement piece. Its striking silhouette, considered detailing, and unmistakable branding will turn heads wherever it goes sparking curiosity, pride and a deeper love for the brands that have long stood for timeless Australian style. Whether it’s boot polishing and custom debossing, Akubra hat steaming, or hands-on masterclasses, The Drover brings the workshop experience on the road, delivering something unforgettable, wherever it parks.
The Drover has been brought to life in two parts: a custom ToastaVan, designed and manufactured by RV Solutions in Rockingham, Western Australia, and an Ineos Grenadier Quartermaster, wrapped in R.M.Williams’ signature colours and branding. Other key partners in this project include Expedition HQ and Norweld.
In the months ahead, The Drover will journey across Western Australia, stopping in towns big and small to bring R.M.Williams’ heritage to life. Visitors can explore the latest collections, see firsthand the craftsmanship behind the brand’s iconic boots and connect with the stories of the people and places that shape the West.
Customers will be able to find The Drover at Dowerin Field Days, Newdegate Field Days, Perth Royal Show, and Brunswick Show in 2025 and at many more soon-to-be-announced local events in 2026.
Quotes from Paul Grosmann, CEO of R.M.Williams:
“Regional Australia has always been at the heart of R.M.Williams. The Drover allows us to connect directly with those communities, not just by showcasing our products, but by creating experiences that honour the grit and character of the bush,” Mr Grosmann said.
“This is retail done differently, less about the shopfront, more about the story. With The Drover, we’re creating opportunities to roll into a town, strike up a yarn and build genuine connections that reflect who we are as a brand.”
