Australian-owned family business RB Sellars has opened its first flagship store in a city, in Richmond, Melbourne.

Launched in 1996, the brand sells a range of functional, hardwearing workwear, farmwear and casual clothing for both men and women and boasts a teens and kids range. Traditionally, it has focused on rural customers in regional Australia.

The business is owned by The Propel Group which also operates South Australian bootmaker Rossi Boots and coat manufacturer DrizaBone.

The Propel Group’s MD, Caroline Elliott, said: “Given the challenging retail environment of the last two years, I’m delighted that these brands will now be easily accessible to Melbourne’s urban customers.”

The new store is located in the Town Hall precinct of Bridge Road at the corner of Gleadell Street.