Can R M Williams regain its traditional Australian marketplace?

 

Back in 2013 in Australian life - R M Williams & Australian Country Style I wrote that a 49.9 per cent share in the iconic Australian brand had been sold to L Capital Asia, a private equity fund sponsored by French luxury giant LVMH Group. The intent was to extend the global reach of the R M Williams' brand.

The company has now been purchased by Australian billionaire Twiggy Forrest, bringing it back under Australian control. Like many Australians, I am pleased at that. 

I do wonder, however, if R M Williams can reclaim its traditional country market place following its shift towards the urban and fashion market place, Reflecting, it's a number of years since I bought R M Williams because the brand had become very expensive and ceased to meet my needs. I would like to return! We will see.