High End Retail Takes a Trip Across The Ditch

RM Williams 1When RM Williams decided to respond to the increased demand for premium products in the New Zealand market, Global Signage Concepts were engaged to provide innovative and stylish retail signage solutions.

RM Williams products have long been available in New Zealand via a select network of stockists, but until recently, the brand didn’t have a dedicated retail presence in NZ.  In response to growing demand for luxury goods and a buoyant NZ retail sector, RM Williams made the decision to directly enter the NZ market and make a splash with a high-specification, retail presence in both Auckland and Wellington.

With significant retail signage expertise and a strong track record in working with high-quality, luxury brands, Global Signage Concepts were asked to tender for the retail signage project.  Global Signage Concepts’ impressive signage portfolio, retail signage expertise and clear understanding of the practicalities of the project, allowed them to stand out from the crowd, and secure them the much-coveted RM Williams contract for both the Auckland and Wellington stores.

The very newly opened stores are already being recognised as a being a particularly fine example of a retail signage project and is receiving very positive feedback with Dimension Shopfitters (the shopfitting company responsible for the RM Williams fit outs) saying “it is one of the best store fitouts worldwide they have seen”.

RM Williams 2About RM Williams

Born in the Australian Outback, RM Williams has emerged as an iconic Australian clothing brand that is recognised worldwide for its distinctive and stylish mens and womenswear lines and its trademark footwear.  Founded in 1932, RM Williams prides itself on creating purposefully designed and beautiful footwear, craft and accessories to help enjoy all of life’s adventures.

The RM Williams brand and its various retail incarnations are notable for their elegant and natural aesthetic, innovative store concepts and refined attention to detail.
RM Williams is among a number of international, retail, fashion brands that have set their sights on New Zealand and join a list of other highly-anticipated, retail store openings that include Top Shop, H&M and Tiffany’s.

New Country Means New Relationships

In both Wellington and Auckland, Dimension Shopfitters, on behalf of RM Williams, has sought to create relationships with best-of-breed suppliers to help them bring their retail concepts to life and create stylish and innovative retail signage concepts.  A critical consideration was the development and installation of signage that needed to support RM Williams’ iconic ‘look and feel’ and at the same time stand out from the clutter and engage and inspire consumers.

In the process of rolling out their new retail concept, Dimension Shopfitters found themselves facing the challenge of have to choose between many different signage companies available in New Zealand, but decided Global Signage Concepts would be the best fit for the job due to the already existing long-term relationship that the two companies had prior to the RM Williams contract.

RM Williams 3Global Signage Concepts Stands Out From Crowd

Because of the established trust that had been developed with Dimension Shopfitters, Global Signage Concepts was able to secure the coveted contract to design and install a variety of retail signage, which included illuminated signage boxes and window graphics.

In addition to being able to deliver insightful and innovative solutions, Global Signage Concepts stood out from the competition, based on their experience and strong track record for delivering high-end retail signage solutions for brands that have included Walker & Hall, Lacoste, Kookai and Crabtree & Evelyn, and more recently H&M, and Tiffany’s.

Trust and credibility play a huge part in the decision-making process for premium brand retailers. Established retail players understand the value and importance of partnering with a highly capable and experienced signage company that can deliver their retail concept without compromise and ensure that the project comes in on deadline and budget. 

The RM William project is one of a number of high-profile retail signage contract wins for the Global Signage Concepts Team and is helping to further strengthen their reputation as the retail signage supplier of choice for new retails operations across New Zealand.

Exceptional Results: A Job Well Done

Working in close collaboration with the client and other key players in the retail fit out project, Global Signage Concepts worked seamlessly, integrating the new RW William signage into the Auckland and Wellington stores, well ahead of the scheduled store opening.

The new store signage deliverables, which included both illuminated signs and window graphics have been done to a very high standard and work to complement the store fitout, which has helped strongly position the store and street level and make it clearly stand out in its environment.

RM Williams 4Upon completion of the two site fitouts, Dimension Shopfitters said “It was one of the best worldwide fitouts they have seen”.

The RM Williams stores were officially opened in June and July 2016 in Wellington and Auckland, respectively. Feedback on the new store locations’ performance has already been positive, which signals potential further growth in the New Zealand market. Stores in the UK, Scandinavia, and the US are already being planned to go ahead in the near future.

Update: RM Williams recently scored big at the Red Awards 2016 for their new stores. See their award here.

Speak to Us About Your Next Signage Project

If you are for a signage partner or are considering a retail signage project, please feel free to contact us to arrange an obligation free consultation and see how the Global Signage Concepts team can help you get the best results from your project.


With a wealth of knowledge and skill sets spanning fabrication, display, signage, project management, product design, graphics management and application, and a comprehensive installation offer - we are unique in the New Zealand marketplace. We are feet on the ground, practical and focused...with a fair splash of creativity added in to keep things interesting.




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