A customised soundtrack,signature scent and altar to R.M. Williams’ $649 Craftsman boots already stand out inside the 460 square metre space being hastily completed before Thursday night’s official opening.
It looks,sounds,smells,feels and can cost like a luxury experience,but apparently it’s not.
“It sits between luxury and mass,” says Paul Grosmann,chief executive,R.M. Williams. “That’s why it is unique. We are celebrating our craftsmanship and our heritage. There’s nothing like it.”
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“That’s why we are near and dear to people hearts.”
High toneassociations linger from 2013,when R.M. Williams was purchased by a private equity division of luxury conglomerate LVMH,which owns Louis Vuitton and Dior.
The journey back down to earth began in 2020,when billionairesAndrew and Nicola Forrest bought the boot maker for a reported $190 million,through their private investment arm Tattarang.