Iconic Australian brand RM Williams, once synonymous with dusty stockyards and the South Australian outback, is undergoing a significant transformation at its factory in Adelaide’s northern suburbs.
The company is investing in a new production line and creating new jobs to meet surging demand from female customers.
Two years ago, RM Williams had the problem of not being able to satisfy the high demand for its products.
Today, it launched a new sustainable manufacturing line at its Salisbury South factory.
While RM Williams has been crafting boots since the 1950s, this new line specifically caters to women, who currently make up 50 per cent of customers even though only 15 per cent of the product line has been made for them.
“What this new line is doing is enabling us to …