Culture Kings, streetwear brainchild of Simon and Tahnee Beard, rediscovers its retail magic

Motorcyclists speeding inside a ‘globe of death’, wrestlers and UFC fighters are helping the Australian-born US-owned sneaker chain Culture Kings chart a path back to growth after a tough few years.

Culture Kings stores are known for their experiences such as installing a cage for motorcyclists. Picture: Instagram

At Coachella, there were dad shorts and tiny tops populating TikTok fit reviews in the Southern California desert. At WrestleMania, there was merch and $US595 VIP hospitality packages in Las Vegas.

If there was a cultural moment begging for the minds and wallets of America’s youth demographic, sneakers and streetwear retailer Culture Kings was probably there.

And after an almost terminal misstep that forced its new owner to writedown the goodwill it acquired to zero, the Australian-founded retail phenomenon is having a long overdue renaissance under its owner a.k.a Brands.

Culture Kings has bounced back to growth after a torrid few years.

Cranking up the in-store entertainment experience – already famous for DJs, music studios, basketball courts and barbers – Culture Kings recently collaborated with UFC fighters and its Las Vegas store hosted a ‘globe of death’ cage for moto riders to speed around in.

Its store on the famous casino strip had its biggest single sales day since it opened three years ago when stars of the WWE appeared for WrestleMania 41.

The Globe of Death installed in a Culture Kings store. Picture: Instagram

A.k.a Brands, its San Francisco-based parent, is convinced it can grow in the US beyond its maiden outlet at Caesars Palace and is now talking global potential.

It comes as Culture Kings this week reported improved trading in Australia, where the bulk of its stores are still located. After early popularity and huge growth, founded by Gold Coast entrepreneurial couple Simon and Tahnee Beard and sold to a.k.a Brands for $600m in cash and shares, Culture Kings almost became fashion roadkill.

It has struggled since 2023 amid cost-of-living pressures squeezing its customers who previously were keen buyers of thousand dollar collectable sneakers. In 2023, it hit accounting rock bottom when Culture Kings’s goodwill of $US264m ($400m) was wiped out and a.k.a Brands’ acquisition appeared deeply troubled.

Culture King founders Simon and Tahnee Beard at their home in the Gold Coast. Picture: Justine Walpole

In its latest quarterly for the three months to March 31, the US retailer – which also owns Australian-created fashion brands Princess Polly and Petal & Pulp – told Wall Street sales lifted 6.2 per cent to $US35.6m.

“The success stems from a combination of the extensive strategic work our teams have been actioning in the region, particularly in the Culture Kings brand leveraging … an improved macro environment,” a.k.a Brands chief executive Ciaran Long told analysts.

Culture Kings owns in-house brands that translate to bigger profits than reselling streetwear staples like shoes and NBA apparel.

That own-brand category grew by 40 per cent over the quarter, and matching the outside streetwear brands for popularity among its core demographic. In-store theatrics have helped keep its mall real estate buzzing, but its other brands are doing the heavy lifting too, Petal & Pup is adding a TikTok shop.

“Culture Kings continues to see meaningful growth in its collaborations with leading brands such as New Era and Asics in the US and Ed Hardy in Australia. Culture Kings signature retail … concept comes to life through high energy marketing activations including live music, celebrity and athlete hosted events, making each visit to a Culture Kings store a unique experience,” a.k.a Brands said.

Mr Long said the chain was seeking out collaborations with football codes, Formula 1, UFC and WWE. The event for the stars of WWE had one thousand people lined up.

TikTok star Fonzie makes a guest appearance at the Culture Kings store in the Sydney CBD. Picture: Gaye Gerard

The other pay-off? “Viral moments across social media and positive customer experiences.”

Mr Long confirmed a.k.a Brands was now looking for more locations for Culture Kings store openings.

“As mentioned last quarter, we’re viewing locations for our next Culture King store in the US and I’m confident that there is a significant runway for the brand both in the US and globally.”

If a.k.a Brands can translate its buzz to a scalable retail strategy in the US, it will be an overdue result for the business it described in 2021 as an ensemble of brands “that empowers self-expression and unique style”.

As for the Beards, the couple relisted their four-level $30m Surfers Paradise penthouse this month after formally putting it on the market last year.

Culture Kings has returned to growth and is now looking for its next US store.

Following a stampede of companies exiting China due to crippling tariffs imposed by US President Donald Trump, a.k.a Brands pledged its supply chain will be out of China by the end of calendar 2025.

It joins Nike, Deckers and Adidas in reviewing its supply chain links to China or having asked the White House to have footwear exempted from tariffs.

“Over the past six months, we’ve been intensely working on diversifying our supply chain. We anticipate our US business will have minimal exposure to China in the fourth quarter with production already shifting to countries such as Vietnam and Turkey,” a.k.a Brands said.

“We are making this change in combination with our existing vendors who have operations outside of China and new partners that have a global footprint.”