Despite achieving worldwide fame, the heart of iconic bootmaker R.M. Williams remains firmly planted in the Australian bush, a connection it has nurtured for a quarter of a century through its unique travelling workshops.
A Mobile Connection to the Outback
For 25 years, R.M. Williams has taken its brand directly to its regional customers via its travelling workshop, The Hut, and its travelling outpost, The Drover. These initiatives are the lifeblood of the company's grassroots engagement, meeting countless Australians in remote areas annually.
Terry Goodear, a veteran with the company for 25 years who has travelled with The Hut for the last seven, emphasises this deep-seated connection. "The bush is our DNA and you can’t forget that," Mr Goodear stated.
Meeting Customers Where They Live
The mobile workshops provide a vital link for customers who may never visit a flagship store in a major city. "Out in the bush, there’s not many people that don’t know or aren’t aware of RMs in one form or another," Goodear explained. "Not a lot of those people get a chance to go to George Street, Sydney or to Perth or Adelaide so it is an opportunity for them to come in and say g’day."
This commitment extends to engaging with key rural industries and being present through good times and bad. "It’s important, from our point of view, 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," he said. "We will never turn our back on the bush."
Generations of Loyalty and Heartfelt Stories
The impact of these travels is measured in generations. Mr Goodear has witnessed youngsters who first visited The Hut with their parents return decades later with their own children and even grandchildren.
Many customers share deeply personal stories about their boots, like one elderly man who still owned the pair he wore when he met his future wife at a dance. "That’s lovely," Mr Goodear reflected. "(Those stories) pull at the heartstrings."
West Australian brand ambassador Ange Butler, who manages The Drover, notes that customers frequently seek reassurance about the brand's Australian credentials. "There’s always a lot of questions about, 'Are (the products) still manufactured in Australia?' and whereabouts," she said, confirming the brand's authentic, home-grown status which is a significant point of pride for its supporters.
This enduring bond, forged over 25 years on the road, proves that for R.M. Williams, global recognition will always be built on a foundation of genuine bush spirit.
