The Founding Couple Behind Culture Kings
In the saturated world of fashion, few stories are as inspiring as that of Simon and Tahnee Beard, the husband-and-wife duo behind Culture Kings, Australia’s leading streetwear empire.
From humble beginnings to a global brand, their success is a testament to bold ambition, relentless hard work, and an innate understanding of their target market's connection to a culture and community.
Humble Beginnings
The story of Culture Kings begins with a shared vision between Simon and Tahnee Beard. In 2008, Simon recognised a gap in the market for a retail experience that went beyond selling clothes — it needed to embrace music, street culture, and high-end fashion under one roof. Bolstered by some success selling at a Gold Coast market, they set out to build a brand that would cater to the rising demand for exclusive streetwear while offering an immersive lifestyle experience.
Their first store opened in Southport, Queensland, where they poured their energy and passion into building a brand that would resonate with the urban fashion community.
The story of Culture Kings begins with a shared vision between Simon and Tahnee Beard. In 2008, Simon recognised a gap in the market for a retail experience that went beyond selling clothes — it needed to embrace music, street culture, and high-end fashion under one roof. Bolstered by some success selling at a Gold Coast market, they set out to build a brand that would cater to the rising demand for exclusive streetwear while offering an immersive lifestyle experience.
Their first store opened in Southport, Queensland, where they poured their energy and passion into building a brand that would resonate with the urban fashion community.
Their first store opened in Southport, Queensland, where they poured their energy and passion into building a brand that would resonate with the urban fashion community.
Building Through Innovation
Simon and Tahnee’s shared vision for Culture Kings was centred on more than just selling clothes—it was about creating an unforgettable experience. They pioneered the concept of "retailtainment," fusing shopping with live music, exclusive events, and in-store barbershops. The Culture Kings stores quickly became renowned for their high-energy atmosphere, where customers could listen to live DJ sets, witness sneaker drops, and even spot celebrities.
Their innovative approach to retail set Culture Kings apart from competitors and established the brand as a trailblazer in the fashion industry. Their ability to anticipate trends and tap into the cultural pulse, while collaborating with influencers, athletes, and celebrities, solidified Culture Kings' position as a leader in the streetwear scene.
Simon and Tahnee’s shared vision for Culture Kings was centred on more than just selling clothes—it was about creating an unforgettable experience. They pioneered the concept of "retailtainment," fusing shopping with live music, exclusive events, and in-store barbershops. The Culture Kings stores quickly became renowned for their high-energy atmosphere, where customers could listen to live DJ sets, witness sneaker drops, and even spot celebrities.
Their innovative approach to retail set Culture Kings apart from competitors and established the brand as a trailblazer in the fashion industry. Their ability to anticipate trends and tap into the cultural pulse, while collaborating with influencers, athletes, and celebrities, solidified Culture Kings' position as a leader in the streetwear scene.
Overcoming Challenges
As with any great entrepreneurial journey, Simon and Tahnee faced significant challenges as they expanded the business. They had to manage the complexities of scaling up, balancing multiple store locations across Australia, New Zealand, and the U.S. In a fast-paced industry like streetwear, where trends change rapidly, the duo’s ability to stay agile and ahead of the curve proved crucial to their ongoing success.
The COVID-19 pandemic was a major hurdle for many retailers, but Simon and Tahnee’s ability to pivot quickly allowed Culture Kings to thrive. Shifting focus to e-commerce, they leveraged their strong online presence and loyal customer base to continue growing despite the global challenges. Their adaptability and resilience turned a potential setback into a new opportunity for the brand.
As with any great entrepreneurial journey, Simon and Tahnee faced significant challenges as they expanded the business. They had to manage the complexities of scaling up, balancing multiple store locations across Australia, New Zealand, and the U.S. In a fast-paced industry like streetwear, where trends change rapidly, the duo’s ability to stay agile and ahead of the curve proved crucial to their ongoing success.
The COVID-19 pandemic was a major hurdle for many retailers, but Simon and Tahnee’s ability to pivot quickly allowed Culture Kings to thrive. Shifting focus to e-commerce, they leveraged their strong online presence and loyal customer base to continue growing despite the global challenges. Their adaptability and resilience turned a potential setback into a new opportunity for the brand.
Continuous Learning
Simon Beard also bolstered his business education from attending several Success Resources events as part of his entrepreneurial growth. These events provided him with access to insights from world-class business leaders and speakers, helping to shape his leadership approach and strategic thinking.
Simon Beard also bolstered his business education from attending several Success Resources events as part of his entrepreneurial growth. These events provided him with access to insights from world-class business leaders and speakers, helping to shape his leadership approach and strategic thinking.
A Global Powerhouse
In 2021, Culture Kings reached a significant milestone when it was acquired by U.S.-based streetwear group a.k.a. Brands for a staggering $307.4 million in cash and 23.3 million shares. The Beards’ a.k.a shares were briefly worth more than $300 million as e-commerce boomed during the pandemic, winning them a place on the 2021 Financial Review Rich List with a $626 million valuation. The shares have since fallen by more than 90 per cent.
The acquisition marked the beginning of a new chapter in the brand’s global expansion. For a time after the sale, Simon and Tahnee remained deeply involved in the business, ensuring that Culture Kings stayed true to the vision that had brought them success in the first place. Their partnership, both in business and in life, has been the cornerstone of Culture Kings’ journey to becoming a global streetwear powerhouse.
In 2021, Culture Kings reached a significant milestone when it was acquired by U.S.-based streetwear group a.k.a. Brands for a staggering $307.4 million in cash and 23.3 million shares. The Beards’ a.k.a shares were briefly worth more than $300 million as e-commerce boomed during the pandemic, winning them a place on the 2021 Financial Review Rich List with a $626 million valuation. The shares have since fallen by more than 90 per cent.
The acquisition marked the beginning of a new chapter in the brand’s global expansion. For a time after the sale, Simon and Tahnee remained deeply involved in the business, ensuring that Culture Kings stayed true to the vision that had brought them success in the first place. Their partnership, both in business and in life, has been the cornerstone of Culture Kings’ journey to becoming a global streetwear powerhouse.
The Future of the Kingdom
For Simon and Tahnee Beard, the future of Culture Kings is all about continued innovation, keeping it on the pulse of urban culture, and delivering exceptional experiences both in-store and online.
While they took a step back from operations in 2023, they remain involved, with Simon on the board and Tahnee acting as a consultant. Their entrepreneurial spirit and shared vision will no doubt continue to shape any future projects they put their energies into.
For Simon and Tahnee Beard, the future of Culture Kings is all about continued innovation, keeping it on the pulse of urban culture, and delivering exceptional experiences both in-store and online.
While they took a step back from operations in 2023, they remain involved, with Simon on the board and Tahnee acting as a consultant. Their entrepreneurial spirit and shared vision will no doubt continue to shape any future projects they put their energies into.
If you'd like to learn more about taking your own entrepreneurial ventures to the next level, check out our events on the SR Australia Events page.
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