R.M. Williams has entered the Chinese online platform, Secoo. The Australian high-end leather boot maker is to initially sell three collections through the omni-channel shopping platform.

The entry of R.M. Williams into Secoo is expected to enhance the brand’s awareness in China and to strengthen the luxury brand connection of the shopping platform, which claims to have 20 million high-end consumers. Secco, Asia’s largest premium lifestyle platform, supports easy product selection, order processing, and convenient payment methods. It also complements its online platform with offline experience centres to provide superior customer better services.

Established in 1932 in outback Australia, R.M. Williams is renowned for its high quality handcrafted leather footwear. In 2013, a share of the business was sold to L Capital Asia, a private-equity fund sponsored by French luxury conglomerate, LVMH.

From ILM