Simon Beard grew up in Mount Isa, a small mining town in Queensland, Australia, before moving to the Gold Coast at age 10. From a young age, Simon wasn’t the most naturally gifted student but had a relentless drive to succeed. He often found himself outworking others to achieve his goals, a trait that became central to his entrepreneurial journey.
At 17, fresh out of school, Simon decided he would never work for someone else. Inspired by stories of entrepreneurial success, he invested his entire savings—$4,000—into a batch of novelty “car babies” sourced from Alibaba. His market stall debut was far from smooth; he struggled to make sales, but with persistence and an unyielding focus on improving his selling skills, Simon started to thrive. This marked the beginning of his path to becoming the co-founder of Culture Kings, Australia’s premier streetwear retailer.
Like many entrepreneurs, Simon faced constant challenges. Early in his journey, he realized that success wasn’t just about the product but the experience he could create for customers. He learned to perform at his market stalls, turning them into theatrical showcases that attracted crowds. This “showmanship” became a defining characteristic of his business philosophy.
In 2008, the stakes rose when Simon’s then-girlfriend (now wife), Tani, joined him in the business. After losing her job during the financial crisis, Tani brought a level of professionalism that transformed Simon’s ventures. Together, they shifted from selling novelty items to creating a legitimate business.
However, their journey wasn’t without missteps. One critical moment came when Simon invested all their savings in a retail lease in Brisbane. The location—downstairs from street level—prompted Simon’s mother to skeptically comment, “No one’s going to walk down those stairs.” Doubt began to creep in, but Tani’s unshakeable belief in their vision helped them persevere. Within weeks, their store was packed with customers, proving that the magic of their brand could overcome any obstacle.
Through years of grit, innovation, and relentless energy, Simon and Tani scaled Culture Kings from a market stall to a global retail powerhouse. Their focus on creating “magic moments” for customers set them apart. Culture Kings wasn’t just a store; it was an experience, featuring live DJs, exclusive product drops, and celebrity appearances.
In 2021, Culture Kings was sold in a deal valuing the company at over $600 million. This success was a testament to Simon’s vision and his willingness to “bet the farm” time and again. Simon and Tani’s journey demonstrates the power of resilience, partnership, and staying true to your values.
Key Business Insights from Simon Beard’s Journey
- Invest in Yourself
- Early on, Simon taught himself to sell and improve his emotional state to attract customers. Building skills and confidence is critical for success.
- Create an Experience, Not Just a Product
- Culture Kings succeeded by offering customers an immersive retail experience. Think of your business as a theater—what “show” are you putting on?
- Bet Big but Stay Grounded
- Simon repeatedly “bet the farm,” but he always paired risk with careful planning and execution. Be bold, but ensure your risks are calculated.
- Leverage Partnerships
- Simon and Tani’s complementary strengths turned Culture Kings into a powerhouse. Surround yourself with people who elevate your vision.
- Focus on Your Core Values
- Culture Kings’ core purpose was creating “magic moments.” Keep your business anchored in a clear mission to guide decisions and inspire your team.
- Discipline Fuels Success
- Simon’s disciplined routine—waking up at 4 AM, ice baths, and structured planning—helped him stay sharp and focused. Establish habits that align with your goals.
- Adapt and Grow
- As Culture Kings expanded, Simon learned to lead a growing team and embraced the complexity of managing a large organization. Success requires constant evolution.
