Heritage Australian fashion brand RM Williams is continuing its UK expansion strategy with a new store opening Thursday (12 December) in Cambridge, becoming its fourth in the country.

Situated on the city’s Rose Crescent, the double-fronted store will present the brand’s new design concept first introduced at its global flagship store on Sydney’s George Street last December.

Split across two spaces, one features a signature dedicated boot room while the other is a custom space focusing on men’s and women’s apparel and accessories.

Cambridge follows the brand’s October opening in Marlow continuing its strategy to target UK towns and cities with a high concentration of consumers “who value quality, craft, and timeless heritage”.

These openings join stores on London’s New Bond Street and Berwick Street, Soho, alongside leading department stores Harrods, Selfridges and Liberty.

Commenting on the Cambridge store opening, CEO Paul Grosmann, said: “The UK has been an integral part of [our] journey for decades, and we are delighted to continue this legacy. Cambridge, with its rich history and timeless charm, is the perfect location to showcase our handcrafted products to a community that values quality, authenticity, and heritage.”

In support of its UK expansion strategy, RM Williams has also bolstered its UK team with the recruitment of UK general manager Karl Wederell, who joins from luxury apothecary brand Aesop.