Akubra has appointed international marketing and retail executive Natalie Culina as the new chief executive officer.
It is the first time Akubra has offered the leading role to someone outside the Keir family and comes less than three months since the business was purchased by Tattarang, an investment group managed by Andrew and Nicola Forrest.
Culina’s appointment follows a career spanning more than 20 years, starting on the retail floor selling and merchandising Levi’s jeans. Since then, she has spent the past two decades working her way up the ranks at Australian heritage brands such as Country Road, King Living and most recently Coco Republic.
Culina’s retail experience spans the globe from Australia, New Zealand, China, Singapore, Malaysia, Canada and most recently in the United States. She has spent the past decade expanding Australian retail brands internationally.
Tattarang CEO John Hartman said Culina was the right person to take Akubra to the next level.
“We know the task ahead includes protecting and enhancing this company’s amazing legacy,” Hartman said.
“Natalie is an executive with the right blend of business intellect and creativity that will set her up for success in this new role.
“She is very entrepreneurial in the way she approaches business and we know she is ready to roll up her sleeves and find solutions across all areas of the business.
“Her passion and her enthusiasm shines through and we really look forward to welcoming her into the Tattarang family.”
Culina said the Akubra brand is in a league of its own, noting its ongoing commitment to handcrafting its products in Australia.
“What lies ahead is a very exciting journey to be part of with the Tattarang team, having seen their success in recent years reinvigorating and growing R.M.Williams,” she said.
“I am looking forward to fully immersing myself into the business, meeting the people who have shaped Akubra’s history and have carried it to its present day.
“The future of Akubra will be built upon respecting the brand’s genesis, building on the shoulders of its history, coupled with a contemporary forward vision reaching new markets.
“Most importantly, I am eager to learn how an Akubra hat is brought to life and how we can continue to honour the future of Australian manufacturing for Akubra products.”
Akubra’s history traces back to 1874 when Benjamin Dunkerley started a hat-making business in Hobart.
In the early 1900s, the business was moved to Surry Hills, Sydney. Stephen Keir I joined the business in 1904, then named after Dunkerley, and became managing director in 1911. Since then, the business was renamed to Akubra and has been owned and operated by the Keir family for four generations.
Since 1972, Akubra has been manufacturing hats in Kempsey NSW with about 120 employees.