Past chief executive officers of Akubra had three things in common: they were men, they were members of the Keir family and they loved hats.
The company’s new chief executive Natalie Culina, a hat lover, may only tick one of these three boxes, but it’s proven enough to get the job done.
The new chief executive of Akubra at the Strand Hatters store in Sydney.Credit: Janie Barrett
“The Akubra is ingrained in my past,” says Culina, who arrives at her first chief executive role following senior positions at Coco Republic and King Furniture. “Some of my earliest memories growing up are of an Akubra hat.”
Those memories were shaped in Sydney rather than on a farm, with the Akubra a potent symbol of belonging in Culina’s migrant family.
“My father arrived in Australia from Croatia at the age of 23 with barely any English,” she says. “He became known for his hats. The way that he integrated into Australian culture was through his Akubra.”
Family is also important to Akubra. Until Andrew and Nicola Forrest’s company Tattarang purchased Akubra last year for an undisclosed sum, the brand had been in the Keir family since 1918, when founder Benjamin Dunkerley transferred ownership to his son-in-law Stephen Keir. His great-great-great-grandson left as chair of the board of directors following the purchase.
“It’s very much about crafting a legacy that drew me to the role,” Culina says. “I have worked for family businesses and understand the basic principles and fundamentals that have made this brand and this product incredibly successful. I intend to build on the shoulders of that.”
Akubra is the most recent acquisition by Tattarang in the fashion arena, having purchased RM Williams for $190 million in 2020 and buying a 25 per cent share in colourful caftan lifestyle brand Camilla last year.
The new RM Williams flagship store in Sydney features an Akubra station, but the businesses will remain separate.
