In a bold move that signals growing confidence in regional Victoria's economy, fourth-generation family business RB Sellars is packing up its Melbourne operations and planting new roots in Geelong.
Melbourne Exodus Complete by 2025
The renowned manufacturer of workwear, safety equipment, and outdoor clothing will completely vacate its Derrimut headquarters, consolidating all operations at its purpose-built Geelong facility by early 2025. This strategic shift represents more than just a change of address—it's a fundamental rethinking of how Australian businesses can thrive outside traditional metropolitan hubs.
Surf Coast Expansion Creates Local Jobs
The company's new headquarters at 63-73 Mackey Street in North Geelong isn't just a relocation—it's a significant expansion. The state-of-the-art facility will house everything from administration and design to warehousing and distribution under one roof.
"This move allows us to bring our entire team together in a modern, efficient space designed specifically for our growing business," said company representatives. The consolidation is expected to create new employment opportunities for the Geelong community, strengthening the region's manufacturing sector.
Why Geelong Won Over Melbourne
Several factors made the Surf Coast city an irresistible choice for RB Sellars:
- Strategic location: Superior access to both Melbourne and regional Victoria markets
- Growing infrastructure: Geelong's evolving business ecosystem and transport links
- Quality of life: The renowned Surf Coast lifestyle for employees
- Business confidence: Strong belief in Geelong's economic future
A Family Business With Deep Roots
Founded in 1946, RB Sellars has maintained its family-owned status through four generations, building a reputation for quality Australian-made workwear and outdoor equipment. The company's products have become trusted by tradespeople, outdoor enthusiasts, and safety professionals across the nation.
This relocation places RB Sellars at the forefront of a growing trend of businesses choosing regional Victoria over Melbourne, bringing investment, jobs, and economic diversity to areas outside the traditional metropolitan centres.
