Despite achieving worldwide fame as a premier footwear brand, the heart of R.M. Williams continues to beat strongly in the Australian bush. This deep connection is actively nurtured through its mobile initiatives, which have been bringing the company directly to its regional customers for a quarter of a century.
Taking the Boots to the Bush
Through its travelling workshop, known as the Hut, and its mobile outpost, the Drover, the iconic manufacturer makes a point of connecting with its grassroots. Every year, these ventures meet countless customers in regional Australia who form the backbone of the brand's identity.
Terry Goodear, a veteran with 25 years at R.M.Williams who has travelled with the Hut for the last seven, emphasises this commitment. "The bush is our DNA and you can’t forget that," Mr Goodear stated. He explained that while many in the bush know the brand, they often cannot visit flagship stores in major cities. The travelling units provide a vital opportunity for them to "come in and say g’day."
Forging Lasting Bonds Across Generations
This outreach is about more than commerce; it's about building relationships through good times and bad. "It’s important... to get out to those places, whether it’s engaging with the wool industry or the sheep industry or the wood choppers or the whip whackers," Mr Goodear said. "We will never turn our back on the bush."
The impact of this effort is deeply personal and spans generations. Mr Goodear has witnessed youngsters who first visited the Hut with their parents return decades later with their own children and even grandchildren. Customers often share heartfelt stories about their boots, like one elderly man who still owned the pair he wore when he met his future wife at a dance. "(Those stories) pull at the heartstrings," Mr Goodear remarked.
Pride in Australian Authenticity
For many loyal customers, the assurance of local manufacturing and ownership is paramount. WA brand ambassador Ange Butler, who manages the travelling Drover, frequently fields questions about the brand's origins. "There’s always a lot of questions about, ‘Are (the products) still manufactured in Australia?’ and whereabouts," she said.
This is a significant point of pride for Australians who want to support authentic local products. The company, returned to Australian ownership by Andrew Forrest in 2020, proudly upholds this legacy. "(R.M.Williams) is 100 per cent authentic ... and (Australians) are really proud of that and they want to support that," Ms Butler confirmed.
