R. M. WILLIAMS
Flagship 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.
According 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.” 
Full story OUTBACK Issue 35 June/July 2004
Or visit the R.M. Williams web site
