R.M. Williams has partnered with Amblique, to develop a global digital commerce offering that showcases the re-birth of an Australian icon.
Born from a single pair of boots crafted in 1932, the R.M. Williams brand has become synonymous with Australian craftsmanship. The iconic Craftsman boots, manufactured in Adelaide, have built a worldwide following, famous for both their durability and style. As part of a renewed investment in the brand, the new e-commerce site brings together the stories of the outback with the evolving footwear and clothing range to provide a comprehensive experience of one of Australia’s best-loved brands.
“Our old website was built on our manufacturing platform, so it wasn’t a great experience for the customer,” said Carly Cazzolli, head of eCommerce at R.M. Williams “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.
“At R.M.Williams we are focused on creating purposefully designed and beautifully crafted boots, clothing and accessories. Our new website, designed and built by Amblique on Demandware, not only allows us to showcase our iconic products but is a strong foundation as we evolve our omnichannel offering,” said Cazzolli.
We are delighted to have the opportunity to work with such an iconic and quintessential Australian brand. R.M. Williams has a rich heritage of creativity and innovation,” said Lisa Powell, head of retail practice at Amblique. “With Demandware, it now has a solid digital commerce foundation that includes rich merchandising capabilities to enable best-in-class, innovative consumer experiences and a flexible cloud infrastructure with built-in scalability to support its continued growth. We look forward to supporting their ongoing success and helping them deliver on their innovative, customer focused, omnichannel, global roadmap.”
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