Simon Beard’s Culture Kings: From Market Stall to Streetwear Empire
In the competitive world of global fashion, Australia isn’t traditionally known for being at the forefront of trends. But one man, Simon Beard, has defied the odds and built a streetwear empire that has not only put Australia on the map but also become a global phenomenon. From his modest beginnings at a Queensland market stall to the glitz and glamour of Culture Kings, the journey of Simon Beard is a remarkable tale of grit, innovation, and entrepreneurship.
Early Lessons in Salesmanship
Simon Beard always knew he wanted to create his own path. As a teenager growing up on the Gold Coast, he was determined to be his own boss and avoid the mundane life of a traditional nine-to-five job. Alongside his now-wife Tah-nee, he began selling various products at Carrara Markets. While some items sold well and others didn’t, Simon quickly learned the art of selling. His entrepreneurial spirit was evident even in those early days. He realised that passion, combined with smart business moves, could lead to great success.
The turning point came when Simon, a fan of streetwear, identified a gap in the Australian market. While surf culture dominated fashion in Australia, streetwear was making waves internationally. Simon saw an opportunity to introduce Aussies to this trend, but he needed to find a way to do it affordably. On a trip to America, he bought a pair of Dickies shorts for $16, which were being sold in surf stores back home for $100. He started importing streetwear from the U.S., and soon his small side hustle began to evolve into something much bigger.
The Birth of Culture Kings
In 2008, amidst the Global Financial Crisis, Simon and Tah-nee took a leap of faith and opened their first Culture Kings store in Southport. It was a humble beginning, with the couple scraping together enough cash to lease the shop month by month. But Simon’s vision was clear—he wanted to create more than just a retail space. He wanted Culture Kings to be a brand that was synonymous with exclusivity and cutting-edge fashion.
The couple worked tirelessly, reinvesting their profits back into the business. Simon had an unshakeable belief that Culture Kings could be a global brand. With a mix of international streetwear and world-exclusive pieces, the store quickly gained a cult following. It wasn’t long before Culture Kings became the go-to destination for streetwear in Australia.
Building the Brand: From Southport to the World
Culture Kings was more than just a clothing store; it was an experience. Simon and Tah-nee understood the importance of creating a unique retail environment. Their stores featured live DJ performances, and customers could take part in in-store challenges to win high-end prizes like Yeezys or even holiday packages. This blend of retail and entertainment blurred the lines and helped Culture Kings stand out in a crowded market.
As word spread, so did the store’s popularity. World-renowned athletes, musicians, and celebrities were seen wearing Culture Kings apparel. The likes of Drake, A$AP Rocky, and Snoop Dogg all became loyal customers, adding to the brand’s credibility. In 2011, Snoop Dogg famously spent $25,000 in a Culture Kings store, further solidifying its reputation as a premium streetwear destination.
Overcoming Setbacks and Rising to the Top
Despite their growing success, it wasn’t always smooth sailing for the Beards. In 2017, disaster struck when a fire destroyed one of their warehouses, costing them $10 million in a single day. It was a devastating blow, but Simon and Tah-nee didn’t give up. They rebuilt, worked harder than ever, and within a few years, the brand was thriving again.
The global pandemic in 2020 also posed challenges. Like many businesses, Culture Kings feared the worst. But once again, the Beards adapted. They pivoted their strategy, and thanks to a combination of quick thinking and government stimulus, the brand experienced a 120% growth during the pandemic—a testament to their resilience and ability to seize opportunities in difficult times.
A $600 Million Brand
In 2021, Simon and Tah-nee’s hard work paid off in spectacular fashion. Culture Kings was acquired by U.S. company a.k.a. Brands for a staggering $600 million. This deal marked a new chapter in the Culture Kings story, with Simon and Tah-nee making their debut on the Australian Financial Review Rich List with a combined net worth of $626 million.
The Beards had built their empire brick by brick, refusing to take shortcuts. Simon often reflects on their decision to remain disciplined, paying their staff more than themselves for years while continuing to reinvest in the business. This long-term mindset was key to their success.
Embracing the Future: AI and Beyond
Having stepped back from the day-to-day operations of Culture Kings, Simon Beard is now focused on new entrepreneurial ventures. He believes the future lies in technology, particularly AI and digital innovation. He’s passionate about sharing his knowledge with others, helping them create their own success stories, and inspiring a new generation of entrepreneurs.
Simon’s journey from a market stall to a streetwear mogul is a testament to the power of hard work, vision, and the courage to take risks. Culture Kings has become more than just a brand—it’s a cultural phenomenon. And while Simon and Tah-nee may have achieved the financial success they once dreamed of, their story is far from over. As Simon himself puts it, “99.9% of people only see the empire once it’s built.” But behind every successful brand, there’s a journey—a journey filled with passion, setbacks, and an unwavering belief in the dream.
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