Hartman bullish on US market entry for RMs

John Hartman has flagged an expansion of the RM Williams’ brand into the United States, following a failed bid by the brand’s previous owners. 

Speaking at a Property Council of Australia WA Division event today, Mr Hartman said international growth was a key focus for the Andrew and Nicola Forrest-owned company. 

The brand recently opened new stores in the United Kingdom, which Mr Hartman says is the current focus. 

“I think if we can crack, you know, this UK market, like we’re seeing the early signs of, that’s something that I’d be really proud of,” he said. 

He added that he would be keen to revisit the US market, following the business’ failed attempt under its previous owners. 

“The business had a failed US expansion just before we bought it,” he said. 

“Some people may remember the Hugh Jackman ad with him sitting up on a couch without much. 

“I think what that really reinforced for me is RM Williams could not just turn up in a market and be what it did in Australia. 

“It had to get a much more sophisticated and really, truly understanding what his what his brand proposition was. 

“It was probably a little bit of arrogance that it turned up in markets like the US.” 

He added that following the UK expansion, America was high on the priority list. 

“We want to make sure we get that business set up well in the UK, and we have some other interesting markets in in Western Europe. 

“Ultimately, I think we’d love to have a crack in the US again.” 

Mr Hartman said RM Williams revenue increased by 86 per cent between 2020 and 2024, mainly driven by sales growth in its comfort craftsman range. 

“The number one revenue growth driver was making brown and black comfort craftsman available when someone goes into the store, it was literally product availability driving a huge chunk of that growth,” he said. 

“I guess [that] seems simple, but it did take someone to take that risk, to really lean into manufacturing and make it, make it happen, to make to unlock that.”