RM Williams goes to town with hot Hong Kong tie-up RM Williams' Aussie gear is going global. ONE is the quintessential Australian country outfitter - replete with moleskins, elastic-sided leather boots and echoes of days spent on the land. The other, the parent company of Louis Vuitton, a Gallic fashion house named for six years as the world's most valuable luxury brand, and famous for ultra-chic accessories and luggage sought by the world's rich. At first glance, last week's marriage between RM Williams and Singapore-based L Capital Asia, a private equity group backed by the world's largest luxury goods firm, LVMH Moet Hennessy, is an incongruous liaison: a little bit country, a little bit city. But analysts have broadly welcomed the more than $50 million tie-up between the two, in which the French luxury conglomerate has gained a 49.9 per cent stake in the famous rural brand from the family of former News Ltd chairman Ken Cowley. Mr Cowley assumed full control over the bush outfitter following the death of its founder, Reginald Murray (RM) Williams, in 2003. This week, Mr Cowley committed to retaining control of the company for as long as he could, but said the tie-up would allow him to fulfil one of RM's dying wishes to take the Williams name to the world, and in particular into the burgeoning Asian market. "Partnering with L Capital, which is sponsored by one of the globe's most prestigious and revered brand companies, LVMH, will allow the RM Williams name to reach its full potential," Mr Cowley said. RM was one of my closest friends and I promised him in 2003 that I would take his legacy to the world. For Australia, it remains uncertain whether they will see any substantial change, with reports more clothing may be sourced overseas. But Mr Cowley said RM Williams would always manufacture products such as boots and leather goods in Australia, with its new partners sharing its commitment to protect and develop "this fundamental element of our business." Today, RM Williams exports to 15 countries and has more than 50 retail stores and 900 stockists. It generates annual sales of about $100 million and has flagship stores in London and New York. Plans are in place to open stores, first in Singapore, Hong Kong and eventually Europe.