RB Sellars, NORTH GEELONG
RB Sellars, a respected name in Australian rural outfitting, has taken its retail experience to the next level with the opening of its new flagship store in North Geelong. Designed to be both a retail destination and a professional showroom, the space allows customers and stockists alike to experience the RB Sellars range in a thoughtfully designed environment.
Having previously worked with Apex Display on the successful fit-out of their Richmond store, RB Sellars once again partnered with the team to bring their North Geelong flagship store to life. The project builds on the merchandising flexibility and premium presentation achieved in Richmond while creating a larger destination for customers and stockists to experience the brand.
Design Objectives
Apex Display worked closely with the RB Sellars team to design the retail space in house, creating a layout that balances strong visual impact with merchandising flexibility.
The UniSlot™ Cube modular shopfitting system formed the foundation of the fitout, providing modular display solutions that allow products to be presented in a clean, organised way while remaining easy for staff to update. A combination of black metal UniSlot™ components and reclaimed wood timber finishes was selected, creating a warm and distinctive aesthetic that reflects the RB Sellars brand and its rural heritage.
RB Sellars completed the installation themselves, demonstrating the simplicity and practicality of working with modular UniSlot fixtures.
Location: North Geelong,VIC
Company: RB Sellars
Industry: Clothing & Accessories
Completed: March,2026
Products Used in the Fitout:
- UniSlot™ Cube – creating flexible feature displays and window merchandising.
- Custom Plinths – providing focal points for hero products.
- Industrial Display Table Sets
- Custom Shoe Displays/ Storage Unit on Castors
- Custom POS Counters in White
- Low Black Linear Clothes Racks
- Tiered Display Pedestal Sets
Metal Finish: Black Unislot™ Metal
Timber Finishes: Reclaimed Wood
The Challenge
As the brand’s flagship location, the North Geelong store needed to make a strong visual statement while remaining practical for everyday retail operations. The space required a fitout capable of showcasing RB Sellars’ extensive range of apparel and accessories while also functioning as a showroom environment where stockists could view product displays and merchandising concepts.
The client wanted a design that felt authentic to the RB Sellars brand, combining durable materials with a warm and inviting retail atmosphere. Flexibility was also essential, allowing the team to easily adjust displays as product ranges evolve.
The Result
The completed North Geelong store delivers a refined and highly functional retail environment that reflects the strength and authenticity of the RB Sellars brand. The combination of modular UniSlot fixtures and reclaimed timber finishes creates a space that feels both elevated and true to the brand’s heritage.
The store now operates successfully as both a flagship retail location and a showroom where stockists can experience the RB Sellars range in a carefully considered setting.
“We partnered with Apex Display to supply the fixtures and fittings for our rural outfitting retail concept stores, and they have been an outstanding partner throughout the process. Most recently, we completed our new flagship store in Geelong, where the UniSlot Cube fixtures have delivered both functionality and an elevated aesthetic within the space.
Apex Display also worked with us to develop several custom fixtures that have integrated seamlessly with our store design. Their customer service, design collaboration and communication are exceptional, making the entire process smooth and efficient from concept through to installation. We value the ongoing support from the Apex team and look forward to continuing our partnership as we expand.”
Kell MurfittRB Sellars
The Apex Display Solution
Apex Display worked closely with the RB Sellars team to design the retail space in house, creating a layout that balances strong visual impact with merchandising flexibility.
The UniSlot™ Cube shopfitting system formed the foundation of the fitout, providing modular display solutions that allow products to be presented in a clean, organised way while remaining easy for staff to update. A combination of black metal UniSlot components and reclaimed wood timber finishes was selected, creating a warm and distinctive aesthetic that reflects the RB Sellars brand and its rural heritage.
RB Sellars completed the installation themselves, demonstrating the simplicity and practicality of working with UniSlot™ modular retail fixtures.
Talk to Apex Display about a modular fitout designed for your store.