Australian rural outfitter RB Sellars has signed a preferred supplier agreement with local retailer Totally Workwear to make a selection of its range available across Totally Workwear’s stores nationwide.
This is expected to extend RB Sellars’ market reach into key growth regions such as South Australia, Western Australia, the Northern Territory and Queensland.
Totally Workwear is part of the Workwear Group under Wesfarmers – the group owner of Kmart and Target. The retailer has nearly 90 stores across Australia.
The new distribution deal also introduces a dedicated agriculture and agribusiness category within Totally Workwear’s national offering.
“RB Sellars has earned its place in regional Australia by building for performance and practicality,” RB Sellars CEO Jim Gall said.
“This partnership with Totally Workwear lets more Australians experience that first-hand. We make apparel that works hard, whether that’s on the land, in the shed, or on site.”
RB Sellars was founded in 1996 as a small print catalogue business and has since grown into a rural workwear brand selling apparel for men, women, teens and children. According to the company, its Burton Workshirt, which was first launched over 30 years ag,o has become a staple for farmers and regional workers across the country.
Head of Totally Workwear, Troy Yewdall, said he and his team are proud to welcome RB Sellars to its network.
"Their brand heritage, values and authenticity complement Totally Workwear's commitment to providing our customers with the workwear they need from the brands they want,” Yewdall said.
The announcement comes as RB Sellars prepares to open eight additional stores across rural and regional Australia in the next 18 months. RB Sellars' styles will begin rolling into Totally Workwear stores in November 2025.
The brand is owned by Propel Group, the same company that manages horse accessories brand Goodwoods and wholesaler Equest Pro. Propel Group is the former owner of Rossi Boots and Driza-Bone, which were sold to Gina Rinehart’s cattle and lifestyle business S. Kidman & Co in late 2023.