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Perfectly timed ahead of Christmas, iconic Australian brand R.M.Williams has unveiled its largest and most innovative flagship store in Sydney last week at 345 George Street, providing a literal kickstart to the festive season.
Bringing together clients, fans, media and VIP guests that included actors Remy Hii, Lincoln Younes, model Samantha Harris and photographer Eugene Tan, the grand opening marked a significant milestone in the brand’s expansion, showcasing a harmonious blend of traditional craftsmanship and modern retail innovation.
Few brands traverse the diversity of Australia’s cultural landscape the way R.M Williams does. Beloved boot of urban style sets who gravitate towards quality and craftsmanship and favourite of folks who put their faith in the longevity and durability that the brand offers, R.M. Williams is the true Australian lifestyle brand. This connection to both – the rural and the urban – is encapsulated the store’s design.
The store’s interior is a tribute to the brand’s legacy, featuring a curved boot wall – the largest in any R.M.Williams store – alongside bespoke furniture, boot care nooks, and a warm, inviting colour palette. Customers are treated to a personalised shopping experience, complete with adjustable ambient lighting, a community-curated soundtrack, and the brand’s signature scent, Scent 01. A highlight is the founder’s personal leather saddle, displayed in a custom-made case, connecting the brand’s rich history with its contemporary urban setting. Keep your eye out for a series of cockatoo artworks by Clemens Habicht. They’ll definitely have their eyes on you…
The new store also introduces a digital innovation space above the retail area. Here, the brand leverages technology to enhance customer service, offering virtual boot fittings and personal shopping through a digital showroom. This forward-thinking approach breaks down geographical barriers, allowing R.M.Williams to connect with clients globally.
Paul Grosmann, R.M.Williams’ CEO, expressed pride in this new venture, emphasising the store’s role in showcasing the brand’s dedication to craftsmanship, innovation, and sustainability. “This flagship store is not just a retail space; it’s a world-class experience, inviting customers into the heart of R.M.Williams,” Grosmann said.
The store’s craftsmanship extends to its construction and decor, with features like Palladiana terrazzo flooring and Krause bricks. Collaborations with local artists and craftsmen, such as videographer Isaac Foreman and furniture designer Nicholas McDonald, highlight the brand’s commitment to Australian creativity.
R.M. Williams is now open at 345 George Street, Sydney.
