When you think of Akubra, you think of regional Australia. And it doesn’t get more regional, or more to the heart of our country, than the New England.
You would be hard pressed to find locals, wanna-be-locals and visitors not wanting to embrace the culture, and the best way to is to get an Akubra. So, you can imagine the shock and disappointment from local Inverell business, Baker’s Barn, when they found out Akubra will not longer be stocking their hats in store.
Owner of Baker’s Barn, Beth Camilleri, and her family, have been loyal suppliers of Akubra for over 35 years, and the news- delivered by an email- has been devastating.
“I was heart wrenched, I really was,” said Beth.
“We put in our normal, in-depth order as we regularly do every month, and to get an email back saying they’re closing our account. It is just unbelievably sad news.”
Akubra is a major drawcard to the store for buyers, and the local business will feel immense loss in sales and profits, providing an uncertain future for a well-known family business.
“Before COVID kicked in, we were doing over 100 hats a month. When COVID came about, they could not keep up with the supply due to one thing or another,”
“So, they limited our numbers, which we really strongly disagree with at the time. But we said, okay, we’ll stay here and support you. We’ll go back to your regulated numbers.”
“And then they turned around and said, we’re not viable. I mean, we wanted to have more hats for the last five years.”
On the Akubra website it states, ‘To wear an Akubra hat it to be part of a legacy’. What legacy?
“They’re trying to change the face of Akubra, forgetting that the us little people in the regional areas made Akubra the company it is, and they’ve just seemed to have forgotten about who made the company great.”
Taking a Stand
New England MP, Barnaby Joyce, has shown his thoughts on brands impacting on his communities. He ditched his RM Williams boots in protest against the owner of the classic Australian fashion brand, Andrew “Twiggy” Forrest, whose company is building wind and solar development in the New England region.
The Forests also acquired the Akubra brand from the Keir family late last year, and are responsible for the decision to cut off loyal stores like Baker’s Barn.
“Well, you know it’s a marketplace out there and if Akubra doesn’t want to do the job then I’ll find another Australian made hat to wear,” said Mr Joyce.
“I think it is disgraceful that, in the country areas where we have been a huge supporter of Akubra for so long that you’d start shutting down some shops access to the product – it’s outrageous.”
Mr Joyce said he is currently on the hunt for an Australian made and owned hats and boots to replace the iconic Australian brands now owned by Andrew Forrest.
And its not just the supplier who will suffer
Beth isn’t just the voice of her business, but the voice for her customers. Asking the questions many New England residents want to know.
“I’ve asked them where they are going to consider selling Akubra, so I can send my long-term clients on,” she said.
“My customers that have been coming for generations to buy Akubras, I’ve been selling Akubras to people that are into their fourth generation of buying hats from our shop.”
“How do we say to them, no you can’t have one anymore?”
Beth says she has not heard back from Akubra’s head office to her questions.
“They are gaining more control of their hats. But losing the heart in the process.”
Like many Beth wants answers, respect and to find Akubra’s heart, again.
“I would want to know, when they made the decision, why didn’t they ring us and talk to us about it before they made the decision without making the decision.”
“They don’t know how financially it’s going to affect us.”
And she pleads the new owners of Akubra to reconsider.
“Leave Akubra in the country stores where it’s always been.”
“Small retail business relies heavily on our customers come to town to buy these products.”
“We’re a very small regional town but we still have a very big heart for the Australian Akubra and I don’t think it’s fair that we have that taken away from us because of some decision made in an office that we don’t even know about.”
148 years of Akubra
An Akubra Spokesperson reiterated their commitment to regional customers in a statement to the New England Times, confirming ‘Australia’s most hard-working hat’ will be stocked in more than 200 independent stores, 86 of those in NSW, with 48 of those to be in regional and remote locations, including Tamworth, Armidale, Glen Innes and Inverell. However, they declined to comment on the specifics on any particular store.
“It is our unwavering aim that every time a customer walks into a store to buy an Akubra they can try on a full range of styles, sizes and colours,” said an Akubra spokesperson.
“Unfortunately, there is simply more demand for Akubras than our Kempsey workshop can supply, and regretfully we are unable to provide every current retailer with enough stock.”
Each Akubra hat is handmade over a six-week period. The Australian company is working to increase production capacity through hiring and investing in more equipment, however, as it stands today, the capacity is not there, and tough decision need to be made.
“We have made the decision to spread our stock over fewer accounts to offer our customers a more consistent experience.”
“Unfortunately, this means we have made the difficult decision to close some accounts to ensure the brand’s long-term success.”
“We’re deeply grateful to our loyal customers and are working to ensure they have the best range available.”
“We will continue to assess our retail network against our supply as time goes on.”
Know more about this story? Email newsdesk@netimes.com.au