Australian fashion brand R.M.Williams has launched its South Australian flagship store at Rundle Mall in Adelaide.

The new store will supersede the brand’s nearby Gawler Place location and marks the second iteration of a new retail rollout announced in July.

R.M.Williams’ Rundle Mall flagship was designed in partnership with Australian interior designers ACRD.

Matching the first iteration launched in Perth, the 227m2 store includes dedicated spaces for each of the brand’s product categories. It features a central curved wall housing its leather boots range, custom-made display units - including leather-lined drawers, as well as a pale green and light brown colourway.

The store entrance features an 8-metre-wide digital screen showcasing a series of landscape video content, created by local videographer Isaac Forman.

Furniture was supplied by Melbourne-based business Made By Morgen, with pieces made from Hydrowood, and are set alongside wool carpeting from New Zealand and textural wall detailing featuring bricks by Victoria brickmakers Krause.

R.M.Williams CEO Paul Grosmann said the Adelaide flagship store represented a new future for the brand.

“This new location is the beating heart of Adelaide’s vibrant retail scene, the perfect place to service our customer’s needs, tell our unique story and provide an experience that’s crafted for life,” Grosmann said.

“This store is a step up in terms of quality and craftsmanship in line with our strong commitment to local manufacturing.”

The store is located at Shop G29, Rundle Place, 77-91 Rundle Mall, Adelaide.

R.M.Williams operates 71 stores across Australia, according to its website.

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