How Culture Kings Became A Streetwear Empire

The fashion scene in Australia isn’t exactly booming, especially when compared to fashion powerhouses like Italy, France, Japan, Hong Kong, China, and the USA. We're lagging behind by a few years in terms of global fashion trends, mainly thanks to our geographic location. However, there is a trailblazer couple who've managed to put Australia on the map in the worldwide streetwear race: Simon and Tah-nee Beard. And for the record, it's Beard like the big furry bear, with a "D" at the end, not like the facial hair trend (lol). Given the obstacle of Australia's geographical isolation, along with advances in technology, Simon embraced both to become a true pioneer in the Aussie streetwear scene. He spotted an opportunity to tap into the streetwear culture that was making waves in Europe, Asia, and the USA, and replicate it in Australia – and to cut a long story short, he nailed it.

In 2008, right as the Global Financial Crisis was hitting, Simon was busy drafting a plan for what would later become one of Australia's most successful entrepreneurial ventures. But before we dive into the saga of the '600 million dollar' brand, let's take a step back and remember where it all began.

Behind the glitz and glam of multi-million dollar properties, a fleet of Lamborghinis, and exclusive Richard Mille watches, Simon Beard started off as a quiet, ambitious young lad. The story of the Beards is one straight out of a movie, made even more captivating by the fact that it's based on true events.

Let's rewind to 2007, where Simon and Tah-nee were hustling at Carrara Markets on the Gold Coast, peddling small cameras and assorted goods. Attending a TSS talk a few years back (yes, he's from an upper-class family), Simon vividly recalls his initial struggles at the markets. At first, he couldn't sell products to save his life.

But with practice came proficiency. Simon honed his salesmanship skills, transforming his small side hustle into a retail powerhouse. He started out selling compact action cameras. While he didn't rake in massive profits from these cameras, it was the era when GoPro was taking off globally. Simon toyed with the idea of importing waterproof action cameras from China but never pursued it. He often reflects on this decision, wondering what might have been, considering GoPro's current billion-dollar turnover.

However, Simon's true passion lay in fashion (pun unintended). His enthusiasm for streetwear outweighed any profits he could've made from selling Chinese cameras. Over time, he managed to stash away a tidy sum from his Carrara Markets stint, paving the way for a pivot to streetwear and vintage clothing. With this newfound passion, he dove headfirst into vintage streetwear, importing iconic US brands like Dickies.

During the 2000s, Carrara Markets emerged as a bustling shopping hub for both locals and tourists, boasting a family-friendly atmosphere that attracted visitors from far and wide. With its array of attractions including arcades, mini fair rides, live pony rides, food stalls, and games for kids, the market became a weekend hotspot. Operating solely on Saturdays and Sundays, it provided Simon and Tah-nee with the perfect platform to pursue their entrepreneurial endeavors. While they dabbled in eBay sales during the week, their focus remained on their weekend trading ventures. With an eye for exclusive vintage streetwear imported from the USA, they aimed to capitalize on the Australian market's appetite for unique fashion finds.

During this period, vintage fashion hadn't yet captured the spotlight in Australia. Instead, surfwear giants like Billabong, Ripcurl, and Quicksilver dominated the scene, catering to the coastal lifestyle embraced by the majority of Australians. Given the nation's geography and population distribution — with most cities hugging the coastline — surfwear held universal appeal. However, Simon had different tastes; he found surf clothing uninspiring and sought to disrupt the status quo. This sentiment resonates with many, myself included, who failed to see the allure of surfwear until later in life. By introducing vintage streetwear to the Australian market, Culture Kings positioned themselves ahead of the curve, arguably pioneering the trend of overseas streetwear labels and vintage fashion Down Under.

Not confined to their weekend market stall, Simon and Tah-nee Beard ventured into Surfers Paradise, Gold Coast during Schoolies — an endeavor that proved highly lucrative. Specializing in schoolies merchandise, particularly slippers, they capitalised on the massive foot traffic synonymous with the event. With thousands of eager teenagers swarming the streets, they found themselves at the epicentre of a consumer frenzy. Their knack for identifying prime selling opportunities and meeting customer demands was unparalleled. Indeed, their adeptness at seizing the moment underscores the importance of timing in business success. Just consider the trajectories of industry giants like Airbnb, Uber, Facebook (Meta), and Google — each a testament to the pivotal role timing plays in shaping entrepreneurial triumphs.

Following their various side-hustles, Simon and Tah-nee Beard's passion for streetwear intensified, leading them to capitalize on opportunities within the fashion industry. However, what often goes unnoticed about highly successful individuals is encapsulated by Finn 'Lucci' Johnson, Founder of Good Looks Group:

"99.9% of people only see the empire once it's built." While everyone marvels at Culture Kings' current status — a network of 8 flashy stores across Australia, New Zealand, and a colossal flagship store in Las Vegas — few recall their humble beginnings. The small shed at Carrara Markets in 2007, the absence of wages, and the modest cars they once drove are overshadowed by their present-day success."

Even their initial stores, located in Southport/Nerang on the Gold Coast, escape mention. Notably, Simon Beard invested $30,000 in cash to acquire the defunct Culture Kings brand in the USA, a gamble largely overlooked in their narrative. Yet, it was a calculated risk that paid dividends beyond measure.

Following the acquisition of the Culture Kings name, Simon Beard envisioned pioneering a retail experience unparalleled in Australia. He embarked on a mission to revolutionize retail through a concept he termed 'retail-tainment', blending retail with entertainment. Inspired by the dynamic street cultures of metropolises like New York, Tokyo, and London, the Beards aimed to craft a brand deeply resonant with Australian youth while tapping into the global streetwear phenomenon.

In 2008, Beard purchased supplies from Bunnings Warehouse to furnish the interior of their inaugural bricks-and-mortar store in Southport. At the time, Australia Fair in Southport enjoyed a bustling reputation, drawing substantial foot traffic. Beard aimed to capture the attention of school kids passing by and the shoppers frequenting Australia Fair. From the moment Culture Kings opened its doors, it became an instant sensation, attracting a diverse array of artists, athletes, and musicians enticed by its carefully curated selection of brands, clothing, and flat caps. One of the pivotal moments in Beard's early career occurred in 2011 when Snoop Dogg and his entourage visited the Culture Kings store in Nerang Mall, splurging $25,000 in a single spree. During this era, flat caps, particularly New Era US sports team caps, were in high demand, a trend expertly capitalized upon by Simon and Tah-nee in Australia.

"Culture Kings is the epitome of a 'first-mover' in the market, pioneering innovation in the Australian streetwear scene." — Finn Johnson, Good Looks Group

As Culture Kings expanded, smaller retail boutiques, both established and new, struggled to carve out a significant share of the market. This was largely due to the high barriers to entry in the fiercely competitive retail fashion sector and their failure to create engaging, entertaining, and memorable experiences for customers.

Take Incu, for example, a competitor of CK. While Incu offers quality fashion products and boasts an impressive array of exclusive streetwear and designer brands, the overall experience feels lackluster and uninspired. It's reminiscent of a traditional, conservative retail environment that hasn't evolved much over the past two decades. Perhaps Incu aims for a minimalist, contemporary approach, catering to a more mature audience with discerning tastes in high-end fashion. Their strategy seems to prioritize letting their products speak for themselves rather than investing in an immersive in-store experience.

But what's the greater risk: playing it safe with a reserved approach and seeing slow, steady growth, or embracing innovation and unlocking massive growth potential? Incu and Culture Kings represent opposite ends of the spectrum, with one leaning too far towards conservatism and the other towards flamboyance. While Incu fails to capture attention like CK does, Culture Kings has become synonymous with youth culture, so much so that it now feels overwhelming for some older customers like myself, now in my early twenties. The flashy, intense atmosphere, complete with an overhead DJ spinning Post Malone remixes, caters primarily to teenagers.

However, Culture Kings has executed some ingenious marketing strategies, such as exclusive sneaker drops held in-store, which create buzz and drive foot traffic while ensuring genuine sneaker enthusiasts have a fair chance at scoring coveted kicks. I even had a few successful sneaker wins myself back in the day. They've also offered haircuts in-store, adding to the overall experience and fostering a sense of community among customers.

Apologies for the digression. Let's refocus and continue with the discussion (in the spirit of Nipsey Hussle's marathon mentality).

Beard's ambitions extended beyond the Southport store's grand opening. In 2013, he ventured into e-commerce, launching the Culture Kings website to expand the brand's reach far beyond the borders of Australian brick-and-mortar stores. Offering a seamless user experience, a diverse product range, and swift shipping, the online platform swiftly became integral to the Culture Kings brand, drawing in customers not only from Australia but also from around the globe, notably from the US market. Being an early adopter of the now ecommerce giant Shopify, Culture Kings saw approximately one-third of their sales coming from US customers. In certain years, up to 60% of their annual sales originated from their e-commerce platform.

One of the key drivers of Culture Kings’ success has been its strategic partnerships with some of the biggest names in streetwear, music, and sports. What many people don’t realise is that a lot of these ‘celebrity appearances’, were actually paid for by Culture Kings. Having these high-profile endorsements from influential celebrities and athletes, helped elevate the Culture Kings brand and attract a global audience of loyal fans and followers. One of the greatest stories I ever heard from Simon was when Simon personally invited Drake’s barber to give haircuts for customers in-store for $1000 per day, whilst Drake was on the Gold Coast for his tour. With the end-goal of getting Drake in-store, Simon had to try and convince 'Jason Macaraig' that Drake should make an appearance. J Mac told him time-after-time that Drake wouldn't be interested. After being unable to get through to Drake himself for some time, he was about to give up. Then, just when he thought he was out of luck, the barber called him up on a Saturday at 10:00AM. He said:

"Drake will come through, but under one condition: a payment of $250,000AUD, with the store fully shut down for him and our team to shop in peace, and NO photos or videos whatsoever."

ChatGPT

Not only was this a massive chunk of change, but it also had to be cold hard cash, right then and there! But Simon saw the golden ticket this opportunity held and the potential bang for his buck. If he could rustle up the cash and snag pics, vids, or a shoutout from Drake, it could catapult the brand into the stratosphere. With entrepreneurial spirit coursing through their veins, Simon and Tah-nee Beard rolled the dice on what might’ve been the riskiest move of their careers. Forget the initial $30,000AUD; this was now a gamble worth 8 times that amount. So, off they went, on a mad dash around the Gold Coast, hitting up every bank in sight to withdraw the cash. Two duffle bags, $250,000, and a handshake later, the loot was in Drake’s entourage's hands faster than you can say "cha-ching!" But Simon wasn’t about to let go of a quarter mil that easily. Despite the barber’s strict rules, he bulldozed his way to Drake and struck up a conversation to win him over. And what do you know? After building some rapport, Drake was all in for pics, vids, and even a shoutout to give Culture Kings the stamp of approval. Talk about going from rags to riches! From selling vintage threads out of a shed to getting a shout-out from the biggest rapper on the planet – now that’s a plot twist Hollywood would kill for. Spielberg, are you taking notes? We’ve got a blockbuster in the making here!

"Simon and Tah-nee Beard were the epitome of restraint, despite raking in serious cash. They resisted the temptation to splurge on hefty salaries or unnecessary luxuries, opting instead to plow every dime back into the business."

But what truly sets Culture Kings apart is its unwavering dedication to customer experience. Whether you’re browsing in-store or online, Culture Kings pulls out all the stops to deliver an immersive, tailor-made shopping journey that keeps folks—yes, even the average Joes—coming back time and again. With live DJ sets, on-site barber services, sneaker raffles, celeb sightings, bling vaults, exclusive bashes, and VIP perks, Culture Kings has rewritten the rules of retail therapy. They’ve tossed out the old playbook of mere transactions, and 14 years down the line, it’s clear their gamble has paid off big time.

Culture Kings expanded its global footprint and has pushed the boundaries of fashion for the last 14 years. With Simon Beard no longer at the helm, the brand now operates under US-based holding conglomerate A.K.A Brands. Simon stepped down couldn't continue to be CEO, describing himself as a texbook entrepreneur. He wanted to make decisions fast, as he was intuitive and trusted his gut. But in the corporate world, nothing gets done fast, and a CEO under strict management is no position for a creative, spontaneous entrepreneur. Not to mention he was also an employee at this point, something that he's always hated.

"Simon also continuously mentions the importance of Tah-nee Beard, his wife. Being his 'ride-or-die', his 'best friend', 'business partner', and pillar that kept the business operating smoothly. Tah-nee kept him humble, grounded, focused, and motivated to keep pushing the brand in the right direction."

Now that is a wild love story! Despite Simon (previously CEO) and Tah-nee Beard (previously COO) now leaving the helm of CK, they still sit on the board for the big decisions. Simon Beard has said in multiple interviews that Culture Kings will ‘always be his baby’, and he warns that he'll 'kill off' any other business aiming to compete against it (eeek...). A.K.A bought the company for a total value of $600 million AUD, with $300 million in shares and $300 million in A.K.A Brand stocks.

Despite their $300 million slumping to around $50 million in recent years, I don't think it's going to leave much of a dent on Simon's Lamborghini Ultimae. Nor his Lamborghini Urus, or Aventador. Nor Tah-nee's G-Wagon... Ok, I'll stop, you get the point ;)

I foresee Simon and Tah-nee living the high life, boasting a combined net worth of approximately $450 million AUD (once those stocks inevitably rebound). Whether they're still holding onto A.K.A Brands stock remains a mystery, but one thing's for sure: they've earned their downtime. They didn't luck into a $150 million Powerball jackpot on a random Thursday; no, they hustled their way to quadruple that amount, building an empire from the ground up with their bare hands. Now, that's what I call satisfying—and seriously impressive. Even with generational wealth knocking at their door before hitting 40, Simon's still got that entrepreneurial itch. He's diving into social media, dishing out valuable content on business, fashion, entrepreneurship, AI, tech, and marketing. But above all, he's relishing every moment with his young family.

I hope you enjoyed reading this as much as I enjoyed writing it!

Written by Finn 'Lucci' Johnson

@finnlucci

Disclaimer: this post was originally written by human hands, and has been edited and improved (slightly) by AI (artificial intelligence).