RM Williams is strengthening its UK presence with strategic moves.
- The brand has opened a new store in Marlow, Buckinghamshire.
- Partnerships have been formed with Harrods, Selfridges, and Liberty.
- A new store in Cambridge is slated to open this December.
- The expansion is supported by the recruitment of UK general manager Karl Wederell.
RM Williams, an Australian brand renowned for its high-quality footwear and clothing, is expanding its footprint in the UK market. The brand recently inaugurated a new retail outlet in Marlow, Buckinghamshire, on 10 October. This establishment marks the first store that RM Williams has launched outside of Australia since 2017. The choice of Marlow highlights the brand’s ambition to tap into communities that value craftsmanship and quality.
Complementing this expansion, RM Williams has established significant partnerships with major UK department stores: Harrods, Selfridges, and Liberty. These partnerships are anticipated to enhance the brand’s visibility and accessibility across the UK, offering consumers greater access to its signature products known for their one-piece leather construction.
Further bolstering its presence, RM Williams plans to open another store in Cambridge by December, signaling its ongoing commitment to the UK market. This strategic move is part of a broader plan to strengthen the brand’s international presence and follows its historical entry into the UK market with the Knightsbridge store in 1989. The CEO of RM Williams, Paul Grosmann, expressed excitement about this new chapter, reflecting on the brand’s deep-rooted history with the UK: “Marlow’s heritage and character makes the town an ideal setting for introducing the brand’s handcrafted products to a community which appreciates quality authenticity.”
In support of its expansion strategy, RM Williams has enhanced its UK operations by appointing Karl Wederell as the UK general manager. With experience from luxury apothecary brand Aesop, Wederell is expected to bring valuable expertise to RM Williams as it navigates its growth in this competitive market.
RM Williams, with its enduring presence over two decades in the UK and distribution through 90 wholesale partners, continues to fortify its market position. The Marlow and anticipated Cambridge stores reflect a commitment to extending their reach and capturing a larger share of the discerning UK clientele who appreciate durable and stylish footwear.
Through strategic store openings and partnerships, RM Williams is solidifying its role in the UK market.
