R.M. Williams has relaunched its digital commerce platform.
As part of renewed investment in the brand, the new site merges its clothing and footwear offering with stories of the outback.
In April 2013, R.M. Williams sold a 49.9% stake to L Capital, the private equity affiliate of LVMH.
R.M Williams head of ecommerce Carly Cazzolli said the new platform will set a new benchmark for the brand.
“Our old website was built on our manufacturing platform, so it wasn’t a great experience for the customer.
“We were looking for an easy to manage solution that would integrate with our current systems as well as scale to support our global expansion.”
The new suite of R.M. Williams websites provides a strong mobile experience, showcases the R.M. Williams brand and its strong heritage, including rich product content, social media aggregation and an easy path to purchase.
The revamp coincides with the launch of a new women's boot style, The Adelaide boot (pictured).
The Adelaide boot is the first female style in over 20 years, representing a a refined version of the brand's signature Craftsman style.
The product launch is part of a broader move towards a younger, fashion-driven market.
The creative was shot by Nicole Bentley and styled by Mark Vassallo, with Annabelle Harbison fronting the campaign.
The Adelaide boot is available online today and in stores next Monday 21 September 2015.