Australian fashion brand RM Williams has opened its flagship store at Rundle Mall in Adelaide. 

Designed in partnership with Australian interior designers ACRD, the new store marks the brand’s second iteration of a new retail rollout announced last month.

The 227sqm store offers distinct sections for each of the brand’s product categories, similar to the previous location established in Perth. It has a central curved wall that houses its leather boot collection, custom-made displays with leather-lined drawers, and a pale green and light brown colour scheme.

An 8-meter-wide digital display at the front of the store shows a collection of landscape videos produced by local videographer Isaac Forman. The store also has furniture from Melbourne-based Made By Morgen and Hydrowood pieces, as well as wool carpeting from New Zealand and textural wall detailing with bricks from Victoria brickmakers Krause.

“This new location is the beating heart of Adelaide’s vibrant retail scene, the perfect place to service our customer’s needs, tell our unique story and provide an experience that’s crafted for life,” said RM Williams CEO Paul Grosmann. 

“This store is a step up in terms of quality and craftsmanship in line with our strong commitment to local manufacturing.”

RM Williams collaborated with Rugby Australia last month to create a limited-edition collection inspired by both Wallabies costumes and RM Williams motifs.