Australian brand RM Williams is expanding its presence in the United Kingdom (UK), as part of a strategy to become a global brand. The company plans to open new stores in the UK, beginning with a location in Marlow, Buckinghamshire, followed by another in Cambridge in December 2024.

In the meantime, RM Williams has formed partnerships with British retailers. Since October 2024, the company’s boots and outback apparel have been available at luxury department stores such as Selfridges and Harrods. These collaborations mark a step in the company’s efforts to introduce its high-quality Australian products to a discerning British audience through established retail channels.

The company's focus on international growth dates back to its first UK store in Knightsbridge in 1989. Previous owners planned retail expansion abroad, but production limitations held back growth efforts. Under Chief Executive Officer (CEO) Paul Grosmann, a former Nike executive, the brand has overcome these constraints by expanding its production facility in Adelaide and adding 350 employees.

Grosmann emphasises the brand’s strategy of establishing itself in the UK market before considering entry into additional international regions. He describes the UK venture as a “delicate line” between expanding global relevance and remaining faithful to the brand’s Australian heritage.

The renewed focus on the UK is part of a broader plan to evolve RM Williams from its outback roots into an internationally recognised premium brand. Grosmann noted that the UK provides a strategic gateway to Europe and other potential markets, allowing the brand to “springboard” into new territories at an appropriate time.


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