Akubra launches its first branded store in Brisbane alongside country music legend Lee Kernaghan

The store is a significant milestone for the 149-year-old brand, with the fit-out combining Akubra’s craftsmanship and heritage with traditional hand-crafted details and a contemporary edge to celebrate the grit and spirit of Australia.

The Brisbane store is part of the broader strategy for Akubra, which was acquired by Andrew and Nicola Forrest’s private investment group Tattarang in November 2023, with additional locations planned throughout the year.

Dr. Andrew Forrest AO emphasised the importance of investing in Australian legacy brands to drive growth, create local jobs, and bolster Australia’s manufacturing industry.

“We are incredibly proud to open this new store in Queensland, preserving and building upon the legacy of Akubra.

“Akubra has been ingrained in the fabric of Australian families for generations, and I’m proud that more people will have the opportunity to experience this great Australian-made product.

“What better way to celebrate the outback in Brisbane than with a reunion of the legendary Lee Kernaghan and one of Australia’s most iconic brands, Akubra,” Dr. Forrest said.

Nicola Forrest AO said Akubra’s legacy is a testament to the quality, heritage and the enduring spirit of Australian craftsmanship.

“Expanding Akubra’s presence across Australia is not just about growing the brand—it’s about investing in the future of Australian craftsmanship.

“We’re helping to ensure the next generation of artisans have the support they need to thrive in regional communities, preserving the craftsmanship that makes Akubra and Australia’s manufacturing sector so special.”

Akubra CEO Natalie Culina said the brand is proud to offer customers an exclusive brand experience in the heart of Brisbane.

“This marks our first-ever branded store experience, and choosing Queensland for our debut was a natural decision—it’s where our community is strongest,” said Natalie.

“We’re deeply attuned to our customers, and following the incredible success of the reopening of our Kempsey flagship store, we saw an opportunity to expand our retail presence in a way that brings the true essence of Akubra to life.

“This isn’t just a store—it’s an immersive celebration of Australian heritage, craftsmanship, and the iconic handcrafted hats that have become woven into our national identity,” she said.

New Akubra Ambassador country music legend Lee Kernaghan said his Akubra has always been part of his journey as a reminder of home and the pride has for Australia.

“Whether I’m on stage performing, out on the land, or traveling across this incredible country, my Akubra has always been with me,” he said.

“Being part of the Akubra family means representing something bigger than just a hat—it’s about representing the heart of Australia.

“It’s an honour to wear the Akubra and be part of something that’s as iconic as the country itself,” said Lee.

The Brisbane store experience

The store will showcase Akubra’s full collection and hat accessories range along with personalised services such as hat steaming and shaping by master hatters.

The design reflects Akubra’s brand ethos with custom pieces handmade by Akubra’s craftspeople including hand-stitched counters and industrial shelving, bringing the essence of Akubra’s Kempsey home to Brisbane city. The space features a tone-on-tone colour palette and sleek industrial fixtures, all while staying true to the brand’s iconic craftsmanship.

Customers can also look forward to the exclusive re-launch of the “Outback Club” hat in collaboration with Lee Kernaghan, launching exclusively in-store starting 28 March.

Grand Opening Celebration

To mark the grand opening, Akubra invites fans to join in celebrating the milestone at 162 Edward Street, Brisbane City on 28 March from 5.30pm. Guests can sign up for the event via the Akubra website, which includes a live in-store performance by Lee Kernaghan and the chance to explore the new collection while enjoying refreshments.

Visit Akubra Brisbane

Location: 162 Edward Street, Brisbane City
Grand opening: 28 March with live performance from Lee Kernaghan at 6pm (sign up via akubra.com.au)
Hours of operation:
Mon – Fri: 9am – 6pm
Sat: 9am – 5pm
Sun: 10am – 4pm