RB SELLARS
RB Sellars, a proudly Australian-owned clothing brand, has built a strong reputation since 1996 for creating durable, comfortable apparel tailored to the needs of rural and regional communities.
With seventeen standalone stores across the country, the brand continues to grow, balancing timeless style with everyday practicality.
Their Richmond store marked a new chapter. After closing an existing location, RB Sellars needed to reopen quickly in a new space. They were looking for a fast, functional solution that would reflect their brand’s authentic, down-to-earth identity. While they had previously used MAXe shelving, the system no longer provided the flexibility or aesthetic they required.
They turned to Apex Display and incorporated the UniSlot™ Shopfitting System for an upgraded fit-out without compromising on brand cohesion or quality.
Design Objectives
The project aimed to deliver a modular, easy-to-install solution that worked seamlessly with RB Sellars’ established look, specifically their use of solid timber shelving. The new space needed to maximise visual impact from the street while offering strong in-store merchandising capability. Maintaining consistent branding across all store elements, especially the window displays was also a key priority.
Implementation
Apex Display supplied a tailored fit-out centred around the UniSlot™ Cube system and Industrial Display Table sets, black metal framing with warm Polytec Florentine Walnut Woodmatt. This premium finish not only aligned with the brand’s rustic, heritage aesthetic, but also complemented their existing timber furniture, creating a seamless integration between old and new.
The UniSlot™ Cube was particularly effective in the front-of-store displays, allowing for versatile window merchandising that could be regularly refreshed without the need for tools or specialist installers. Slatwall panels were used to create dedicated display zones for accessories such as hats and boots enabling them to hero key product categories without visual clutter.
Products Used:
Finishes:
- Metal Finish: Black
- Timber Selection: Polytec Florentine Walnut Woodmatt
Challenges & Solutions
RB Sellars needed a solution that balanced modular flexibility with premium presentation. They wanted a system that was easy to reconfigure, yet sturdy and refined enough to reflect their long-standing brand. With short lead times and an Australian-made system, Apex Display was able to meet these needs while also enhancing the in-store experience through clever use of space and warm materials.
The Result
The Richmond store reopened on schedule, with a refreshed interior that captured the RB Sellars brand in a refined, modern way. The combination of UniSlot™ Cube and high-impact Slatwall displays offered functional flexibility while elevating the overall look of the space.
Why Apex Display?
For RB Sellars, partnering with Apex Display meant finding a retail system that could evolve with their brand. The ease of installation, premium finish options and ability to integrate with existing store elements made UniSlot™ the ideal choice. As the brand looks toward further store openings, the Richmond fit-out sets a new benchmark for style, efficiency and continuity.