Two years into Tattarang ownership, RM Williams unveils a fresh creative vision and adds new females to their C suite.
Holding tight to the past, yet embracing the future, is a fraught process for a heritage brand. To evolve, you want to attract customers beyond your heartland. But stray too far from your roots and that play for the fashion-conscious consumer risks alienating your base.It’s a quandary the 90-year-old bush outfitter RM Williams found itself in in 2018, under its previous Singapore-based owners, L Catterton, a private equity fund backed by LVMH.
Enter mining billionaire Andrew Forrest and wife, Nicola, whose private investment arm, Tattarang, acquired the brand in October 2020 for $190 million and appointed ex-Nike exec Paul Grosmann as chief executive 12 months later.with housekeeping now in order Moses has been tasked with a formidable feat: Doubling RM Williams’ quota of 1600 boots a day to more than 3000 within five years. It’s a goal made tougher by the fact the Forrests’ are intent on manufacturing in Australia.
The brand’s in reset mode and with that comes the new marketing messaging ‘Crafted for Life’ – intended to reinforce its core spirit: that these are bomb-proof wedges of leather that look stylish. Pre-Tattarang, the company was already looking at ways to operate more sustainably through their boot repair service, which extends the lifespan of around 20,000 pairs annually. There was also a Remade program, where you could trade in pairs on a new purchase and a recycling program where excess shoes and apparel are donated to the charity Thread Together.
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