nd, exemplified by R.M. Williams, of brands that have historically catered to people living and working in remote areas, but have made inroads in metro locations, and resonated with inner-city and suburban audiences.    RB Sellars’ new spring and summer offer is, to a certain extent, motivated by the fact that accessing fashionable apparel can be difficult for people located away from city centres. It can be even more difficult to access on-trend clothing that is suitable for certain workplaces, such as farming and agriculture. Accessing trends Head of design, Andrea Cupac, told Inside Retail that RB Sellars started about 25 years ago, offering work-shirts in a range of colours that were designed to be hard-wearing. With time, she believes that this range has become the “quintessential Australian country uniform.” Cupac noted that regional, remote and rural Australians in particular rely on the brand’s practical and down-to-earth workwear. However, RB Sellars’ new spring and summer collection, which launches on Wednesday, is designed to be on-trend, while still being relevant to the lifestyle needs of its customers. “This [new range] isn’t a transformation for the brand, but it does represent a more cohesive and holistic offer for our customer, while still protecting our core line and existing customer base,” Cupac said. “For many of our customers who live in rural and remote parts of the country, accessing current trends is challenging. We identified an opportunity to offer them [greater] choice with a collection that is both on-trend and wearable.” City and country Cupac explained that the new range is designed to appeal to existing customers – who rely on RB Sellars for their workwear –  as well as those who are looking to bolster their smart, casual wardrobe. It’s also created for individuals who split their time between urban and rural settings, and are looking for pieces that work well for both environments. “Spring summer 23 is all about simplicity meet[ing] quality [and] natural fibres such as crisp cottons and linen. For men, the denim country shirt is a stand-out. We’ve reimagined our iconic Burton work-shirt into a classic denim for everyday wear,” Cupac said. “For women, I love the Stripe Poplin Shirt, it’s such a versatile piece and is my go-to of the moment.” Beyond the new apparel line, RB Sellars plans to expand its regional store network, with new stores set to open across New South Wales, Tasmania and South Australia over the next few months. This represents the brand’s first physical stores across the latter two states. Opportunities and challenges Retailers operating in regional and rural areas can face obstacles that aren’t typically encountered by those in inner-city locations. These include reduced visibility, greater distance to postal services, and additional costs involved in reaching its audience. However, RB Sellars emphasis on trends is part of a greater “renaissance” in boutique shopping experiences now found in the bush.  Belle, who founded Texas Jane, a women’s fashion brand located in Wagga Wagga, recently told Inside Retail that the popularisation of online shopping has opened up more opportunities for regional retailers. “Once you start pulling on that piece of string, you’ll be pleasantly surprised and impressed by the number of incredible regional businesses that are out there,” she said. Meanwhile, Grace Brennan – who started the online marketplace Buy from the Bush – said that the impact of supporting independent regional and rural shops and businesses is far-reaching – and can help to support local communities and people. “Your dollars flow far beyond the cash register and make lovely ripple effects through rural Australia,” Brennan added.