Outback MagazineOutback Magazine


Boot tree dreamingFlagship Bondi store

Story and photos Therese Hall

R.M.Williams new store at Sydney’s Bondi Junction has made quite a splash. Located in the expanded and remodeled Bondi Junction Westfield complex, the new outlet is an up-dated setting for the R.M.

Williams range of boots, clothing and accessories. At 150 square metres in area, and with a vaulted ceiling, the store is spacious, open-plan and light filled, reflecting the company’s new-look retail experience.

Boot tree dreamingAccording to R.M.Williams’ marketing and retail manager Arabella Gibson, the Bondi Junction store has a comfortable, contemporary atmosphere, while ensuring the company’s heritage is maintained. “We’ve tried to touch all the senses,” Arabella says. “We put our leather upholstery on the change room doors and the counter tops to create the smell of quality leathers. For looks, we have resin panels inlaid with wheat built into our walls. We have collected rustic country furniture – old kitchen tables to put merchandise on, as well as classic old chairs. For texture, we’ve used traditional moleskin in our cushioning and have hot-branded the Longhorn logo in leather and timber throughout.”

Manager of the new flagship store José Diaz has a long history in retail and has brought considerable management and merchandising skills to his new role. “I like to merchandise in outfits to give a complete look,” José says. He adds that retailing is about merchandising a lifestyle. “It’s not just clothes, it’s everything. R.M.Williams has an Australian outback identity and people relate to the products emotionally. They are not going to get the RM look just by purchasing a shirt.” Story end

Full story OUTBACK Issue 35 June/July 2004

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R.M. Williams Summer 2004/5 Catalogue

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