Iconic bootmaker R.M. Williams to ‘meet customers where they are’ with new shop-on-wheels for regional WA

Beloved Australian bootmaker R.M. Williams is taking the adage of “meeting the customers where they are” to a whole new level by unveiling a shop-on-wheels designed to bring the brand closer to regional WA.

The 93-year-old brand — owned by Andrew and Nicola Forrest’s private investment group Tattarang — recently launched the vehicle, dubbed the Drover, which is set to travel around the State and allow customers to purchase its range of boots, clothing and accessories.

But for Tattarang chief executive John Hartman, it’s “much more than just being able to buy the products — it’s giving that whole immersion into the brand”.

“It’s part retail shop, part experience, but also part storytelling,” Mr Hartman, also R.M. Williams chair, told The West Australian.

The Drover will also offer regional customers services such as boot polishing, custom debossing, Akubra hat steaming and masterclasses.

Mr Hartman said Tattarang recognised its collection of brands, which also include hatmaker Akubra and agribusiness group Harvest Road, “really meant something to people in regional WA”.

“Customer-facing businesses like these iconic brands really need to think about how they can reach people in a way that feels genuine,” he said.

“For us, that really meant getting out of where we normally show up in the city . . . and meeting our customers where they live and work.

“Regional WA is really important to the business, regional WA represents about 25 per cent of all the orders in WA for R.M. Williams.”

So far, the Drover has stopped at the Dowerin Machinery Field Days and the Newdegate Machinery Field Days this week, with its next stop at the Perth Royal Show later this month.

As part of the strategy, R.M. Williams has also named Yallingup-based photographer Ange Butler as its WA brand ambassador.

“R.M. Williams is a brand I’ve grown up with, and to me, it represents authenticity and quality,” Ms Butler said.

“The opportunity to travel around WA and connect with people is something I’m incredibly passionate about.”

R.M. Williams plans to keep the Drover on the road all year round.

Mr Hartman said there was “definitely an opportunity to potentially expand it in the future to some other States and regions”.

“With Tattarang’s heart being based in Western Australia, we thought it was important that we started here in WA,” he said.