Culture Kings store at Gold Coast Pacific Fair opens after multi-million dollar fitout

CULTURE Kings has launched its new flagship store at Pacific Fair after a $2.5 million fitout including an indoor basketball court.

Culture Kings Pacific Fair staff Andy Wilson and Jacinta May show off the merchandise at the urbanwear chain’s new shop. Photo: Regi Varghese

CULTURE Kings has launched its new flagship store at Pacific Fair after a $2.5 million fitout including an indoor basketball court.

Director Simon Beard, who runs the premium streetwear company with wife Tahnee, said the pair chose Pacific Fair because they wanted a destination shop at a centre with a high number of customers who are tourists.

“We wanted to build the brand at Pacific Fair due to all the tourists that come in,” Mr Beard said.

“We wanted a big shop to create an experience for customers.”

The new 850sq m shop includes an indoor basketball court, barbershop and DJ booth.

The company has signed a 15-year lease for the store.

Jacinta May with a Casio G Shock MT-G watch and an already sold out Adidas NMD shoes at the Culture King store at Pacific Fair. Photo: Regi Varghese

Culture King’s products are aimed at males in their 20s who want urbanwear they can’t get elsewhere.

The footwear brands it sells include Nike, Adidas Originals, Jordan, Vans and Timberland while its tops include Stussy, Goat Crew and Saint Morta.

Mr Beard said the Southport shop, which was visited by superstar rapper Snoop Dogg in 2011, had few walkins.

Snoop Dogg performing on the Coast in 2011. Picture: Brendan Radke

“That has always gone great because we have such a huge following,” he said.

“We are a new wave retail shop, we do not really attract foot traffic because we’re a destination.”

Mr Beard said Pacific Fair is the right location because of the luxury brands there such as Louis Vuitton, Givenchy Paris and Prada.

Culture Kings started in Southport in 2008 and has stores in Brisbane, Sydney, Melbourne and Perth.

Mr Beard said there was a lack of creativity by clothing retailers when they started Culture Kings.

“There was not a lot of innovation,” he said.

“We led with online first because that is where the majority of our sales come from.

“We led the market by creating a brand and experience for our customers.”

Culture Kings threw its staff Christmas party in Brisbane recently and hip hop star Nelly performed.

Next year it will open its seventh store in Melbourne at Chadstone.