LVMH-backed R.M. Williams ramps up China focus with Secoo

By

Jennifer Braun

Published
Nov 2, 2018

Australian Boot Maker and leather brand R.M.Williams is testing out the Chinese market by teaming up with online platform Secoo. 

 
The brand, founded in Australia in 1932 and known for its iconic boots, announced on Wednesday that it would be available on Asia's largest premium lifestyle platform. 
 
R.M.Williams will launch on Secoo during Chinese Shopping Festival – Double Eleven – with three collections, including Burnished, The Craftsman and The Signature Craftsman, with more collection launches planned for the near future. 

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Its entry onto Secoo's platform will enhance R.M.Williams brand awareness in China, while strengthening Secoo's luxury brand connection. 
 
The online platform boasts 20 million high-end consumers and has a broad base of suppliers of upscale products, including brands, authorized distributors, individual and corporate suppliers. 
 
In fact, Secoo has become a go-to destination for many brands targeting the Chinese market. In recent months, the likes of Liberty London and beauty retailer Feelunique, as well as Shandong Ruyi, have partnered with the platform.
 
R.M.Williams, available at more than 900 stockists around the globe, exports to 15 countries. It has more than 60 retail stores in Australia and New Zealand, 3 stores in the US – located in New York, Los Angeles and Texas –, 3 stores in London and a new Franchise shop in Copenhagen.