REGINALD MURRAY WILLIAMS
The company focus is on purposefully designed, beautiful and sustainable footwear,clothing and accessories. The classic men’s and women’s ranges are a testament to hardy elegance featuring on-trend shirts, jeans and jackets, knitwear, skirts and dresses that fuse global trends with quintessential bush styles.
A royal Sultan recently entered one of the Australian R.M. Williams stores and purchased boots, jeans and belts for himself, friends and family, and security staff, including a pair of the new women’s Adelaide boots in gorgeous crocodile leather.
Surprising, perhaps, to those outside the company, but for the staff who have worked with R.M. Williams for a number of years, this growing franchise among wealthy, global citizens who appreciate the timeless elegance of Australia’s iconic boots is testimony to their universal appeal to world leaders and outback cattlemen alike. Indeed, it was this aspect that led L Capital Asia, a private equity fund sponsored by LVMH (Louis Vuitton Moët Hennessy) in 2013 to invest in the business, enabling R.M. Williams to further develop this remarkable Australian story.
The company focus is on purposefully designed, beautiful and sustainable footwear, clothing and accessories. The classic men’s and women’s ranges are a testament to hardy elegance featuring on-trend shirts, jeans and jackets, knitwear, skirts and dresses that fuse global trends with quintessential bush styles. They appeal to a world audience with a sense of adventure, and are linked to the maker through the branded embroidery, buttons, distinctive boot tugs and other finishing touches.
The foundations of the R.M.Williams business are firmly built on the spirit of RM, the man. Reginald Murray Williams was a serial entrepreneur who spent his many years inventing, reinventing and perfecting new techniques. He investigated new businesses and markets but remained grounded by his upbringing and experience – he was a man happy with hard work.
This entrepreneurial, driven spirit remains at the core of the company culture today. Leaders across the globe are drawn to the effortless style and reliability that is at the heart of the brand, as are some of the most famous people on the planet – actors Daniel Craig and Nicole Kidman and politicians Bill Clinton and David Cameron to name a few.
The R.M.Williams brand is and always has been inspired by the remarkable land of the Australian outback, and the people who live there. The brand is active in rural and remote communities, sponsoring key events around the stockman’s crafts and taking boots and clothing to the far-flung reaches of the country with the travelling Longhorn Express truck and store. R.M.Williams supports community activities such as the Australian Stockhorse Association, The Man from Snowy River Festival and the major agricultural shows in each state. R.M.Williams publishes the bi-monthly OUTBACK magazine, telling the great stories of the outback – ordinary people doing extraordinary things, away from the bright lights of our cities.
The craftsmanship of the 300-staff boots, craft and clothing workshop in Adelaide is something special and unique. Many of these staff members have a lifelong dedication to the company, and pass their skills down from generation to generation.
The classic boot styles incorporate more than 80 hand-held processes, each performed by craftsmen and women with multiple years’ training and an eye for quality and detail. They also produce remarkable hand-plaited belts, made with more than 1000 plaits – a skill handed down from bushmen, to RM himself, and then to the team that crafts the products today.
The iconic elastic-sided boot, made from one piece of leather, is durable enough to stand up to the rigours of the outback, so can certainly take anything you can dish up in town. This one-piece leather construction stands R.M.Williams boots apart from many of the “Chelsea boots” on the market today. Goodyear welting – the strip of leather that runs along the perimeter of the boot outsole – means not only a well-made, durable boot, but also one that can be repaired as good as new with a life expectancy of decades, if well looked after. The simplicity of the design means it can work with jeans in the outback or a suit in the city.
From the very early days, RM built his business around making to order. The R.M.Williams museum in Percy St in Adelaide houses RM’s metre-long Remington Rand card machine that dates back to the 1950s, and in which he kept the typed names and addresses of customers, plus their sizes and fabric preferences, long before data-marketing and loyalty programs existed. In keeping with the times, the business is now migrating what was a mail-order catalogue business into a state-of-the-art e-Commerce business, servicing both remote bush customers and international fans.
Helping the customer choose the perfect-sized boot remains critical to the enduring success of R.M.Williams. There’s expert staff in store and multiple size and width boot combinations available. The company is investigating new technologies, such as foot scanners, with prototypes currently in testing. Online, customers are given step-by-step instructions to ensure they order the perfect fit for them. Boots are also made to order when a specific leather, size or width combination is not immediately in stock.
A new bespoke program will take choice to a whole new level. Customers will be able to design their own handcrafted, elasticsided boots, right down to the absolute perfect size for each foot, and complete with a personalised message of your choice on the sole. A wide variety of leathers, sole types, stitching colours and elastics will be on offer.
The R.M.Williams brand identity has been updated – appropriately using a typeface inspired by the 1940s catalogues.
The product line and stores are also evolving, and the move into e-Commerce is already helping to expand global sales of footwear and leather craft, for which demand continues to grow internationally.
This year the company launched the new exclusively women’s boot, the Adelaide. Inspired in part by the equestrian Wimmera boot created some 20 years ago as the definitive women’s jodphur boot, the Adelaide provides women with a lighter, more refined alternative to the iconic Craftsman.
The spirit of entrepreneurship and focus on quality and durability remains part and parcel of the exciting future of RM Williams, building on the legacy of one man, and continuing to be inspired by the Australian outback.
For more information visit: rmwilliams.com for details of your nearest stockiest or to order online.






















































