The cult Australian streetwear brand making millions

Words: Glynis Traill-Nash Producer: Bianca Farmakis Image: Instagram | Culture Kings

Should Simon Beard ever tire of the streetwear schtick, he could have an equally stellar rise on the motivational speaker circuit. Although, given his enthusiasm for Culture Kings, founded in 2008, that's a way off yet. Image: Instagram | Culture Kings

A self professed "hustler kid", Beard set his password to "10millionby30" — his 10-year goal — strengthening his focus.

I did.

“ Simon Beard Culture Kings Founder Video: Instagram | Culture Kings

Early ambitions

Beard's rise from school hustler to millionaire is the stuff of local legend. His entrepreneurial streak started with selling the answers to the driving tests at school. While he completed a business degree, he undertook private tuition — including a one-on-one with the Wolf of Wall St Jordan Belfort.

Love story

Since the age of 15, Beard stuck to his Sunday night ritual of planning for the future — sparked after meeting his wife, Tahnee. On their first date, the pair learned during a discussion about their goals that they perfectly supported each other. Video: Instagram | Culture Kings

Building a phenomenon

Ask the parents of any teenager about Culture Kings and they can tell you how long their offspring spend at the stores. They're not just a place to buy the latest streetwear, but a barbershop, a basketball court and games arcade. Image: Instagram | Culture Kings

Celebrity scope

With more than 100 brands on offer, the heady combination attracts visiting celebrities from those worlds, including Justin Bieber, Snoop Dogg, Kelly Rowland, Cristiano Ronaldo and A$AP Rocky — all of whom add to its street cred online.

Retail meets nightlife

The in-house DJ and subdued lighting says nightclub more than flagship store, and Beard concedes that he was inspired by Las Vegas. Video: Instagram | Culture Kings

“how do we make every Saturday like a show?”

For Culture Kings, it's not enough to open the doors, says Beard, but Video: Instagram | Culture Kings

Rejuvenated innovation

Another of the company's core values is around innovation, or as Beard puts it, "f**k shit up." The pair opened their first store on the Gold Coast in 2008. Beard bought the name "Culture Kings" from a store in Miami for what seemed an astronomical sum of $30,000. Video: Instagram | Culture Kings

Growth

In the past 10 years, the company has grown between 20 to 60 per cent annually. Culture Kings' online presence makes up 80 per cent of sales, since 2020. Image: Instagram | Culture Kings

American dream

It's that strong online presence that attracted a.k.a. Brands to buy a majority stake in the business in March 2021, with a mission for global expansion. The purchase has seen the company valued at over $600 million, the largest-ever private sale in Australian retail. Video: Instagram | Culture Kings

One day, when I really feel I’ve nailed it, I’d love to share those stories with my kids and everyone and see other people grow. It still feels awesome. I’m so friggin’ excited to go to work. I love it. I’d do it for free.