Akubra Hats
Akubra Hats is a privately held Australian heritage hat manufacturer (founded 1876, Kempsey NSW) producing handcrafted 100% rabbit fur felt hats via a 162-step process, selling direct-to-consumer through akubra.com.au, five retail stores, and international shipping to Western markets.
- Company typePrivate
- Founded1876
- HeadquartersKempsey, Australia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Akubra Hats does
Akubra Hats (Akubra Hats Pty Ltd) is a privately held Australian headwear manufacturer founded in 1876 by Benjamin Dunkerley in Tasmania and headquartered since then in Kempsey, NSW, where it operates its centralised manufacturing workshop. The company produces handcrafted fur-felt hats primarily from 100% rabbit fur felt using a documented 162-step process spanning six weeks and approximately 60 pairs of hands per unit, with a workforce of 51–100 employees. The product portfolio spans six core collections — Heritage, Working, Western, Adventure, Urban, and Straw — plus Special Editions, Kids, Accessories, and Hat Care; pricing ranges from roughly A$170 for straw hats to A$449 for premium felt hats, with collaboration pieces reaching A$1,177.
Revenue is generated almost entirely through direct hat and accessory sales via a hybrid D2C model: the akubra.com.au e-commerce site, five company-owned retail stores (Kempsey, Bondi Beach, Sydney Strand Arcade, Byron Bay, Noosa Heads) with Brisbane City relocating, an authorised-stockist locator for third-party retailers, and DHL Express international shipping to the USA, Canada, the UK, the EU, and New Zealand with duties paid. Customer segments are deliberately diversified across working/rural professionals, Western/cowboy enthusiasts, adventure/outdoor users, urban style-conscious consumers, and fashion-forward trend followers. The operating model is supported by content marketing (Stories of Akubra blog, House Icons Reimagined anniversary campaign), celebrity and influencer endorsements, and active presence on Instagram, Facebook, TikTok, YouTube, Pinterest, and LinkedIn.
The company is currently experiencing tailwinds from the global 'cowboy core' fashion trend and is using its 150th anniversary (2026) to rollout the Heritage Collection 'House Icons Reimagined', featuring seven iconic styles released on a staggered two-week cadence. Akubra holds no external funding and provides no public revenue disclosure; the brand is recognised as a protected trademark representing 150 years of continuous Australian hat-making heritage.
Akubra Hats firmographics
Firmographics- Name
- Akubra Hats
- Legal name
- Akubra Hats Pty Ltd
- Website
- https://akubra.com.au
- Company type
- Private
- Founded year
- 1876
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Akubra Hats is a privately held Australian heritage hat manufacturer (founded 1876, Kempsey NSW) producing handcrafted 100% rabbit fur felt hats via a 162-step process, selling direct-to-consumer through akubra.com.au, five retail stores, and international shipping to Western markets.
- Ownership category
- akta.pro rank
Akubra Hats industry classification
Industry- Product category
- Handcrafted Fur Felt Hats
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (31599), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Hats, Caps & Headwear (CRAAAJAE)
- akta.pro secondary industries
- Luxury Hats & Headwear (CRAKAEAG), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)
Keywords
Where Akubra Hats is headquartered
LocationHeadquarters
- HQ city
- Kempsey
- HQ country
- Australia
- HQ region
- Oceania
Offices6 records
Markets served
Akubra Hats business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Hat Sales: Primary revenue stream from selling handcrafted hats directly to consumers through e-commerce and retail stores. Product range includes felt hats ($320-$449), straw hats ($170-$260), hat care accessories ($15-$120), and hat boxes ($40).
- Gift Cards: Digital gift cards available in variable denominations, valid for 3 years, providing additional revenue stream and customer gifting options.
- Hat Care Products and Accessories: Supplementary revenue from hat care kits (The Essentials Kit $70, The Explorer Kit $100, The Master Kit $120), hat brushes ($30), stretchers ($50), chinstraps ($20), and hat boxes ($40).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Hat Collection - Felt Hats |
| One time/ perpetual license | Pay-as-you-go | Straw Hat Collection |
| One time/ perpetual license | Pay-as-you-go | Hat Care Accessories |
| One time/ perpetual license | Pay-as-you-go | Special Edition and Collaborations |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels11 records
Akubra Hats product offering
Product offeringCore offering
Akubra Hats manufactures and sells handcrafted Australian fur felt and straw hats across collections including Working, Western, Adventure, Urban, Heritage, Straw, and Special Edition categories, alongside a Kids range, hat care accessories, and digital gift cards. Each hat is made in Kempsey, NSW from 100% rabbit fur felt through a 162-step handcrafting process that takes six weeks and involves 60 pairs of hands per hat. Products are sold direct-to-consumer via the akubra.com.au e-commerce site, five company-owned Australian retail stores, and third-party stockists with international shipping via DHL Express.
Product overview
Akubra Hats is an Australian hat manufacturer offering a comprehensive portfolio of handcrafted headwear organized into six main collections: Heritage (iconic styles including Fedora No.1, Slim Dusty, Bushman, Bobby, R.M.), Working (Cattleman, Riverina, Tablelands, Territory for outdoor use), Western (Big Sky, Bronco, Dusty Dawn, Golden Spur, Highway Tune, Kiandra, Rough Rider, The Arena, Woomera for rodeo/cowboy style), Adventure (Angler, Avalon, Banjo Paterson, Coober Pedy, Coolabah, Leisure Time, Snowy River, Traveller for outdoor exploration), Urban (Bogart, Campdraft, Hampton, Ranger, Smoky Cape, Stylemaster, Squatter for city wear), and Straw (Nomad, Eyre, Cape, Byron for warm weather). The product line also includes Special Edition hats (Brumby, BXMBXM, Outback Club, Top Hat, Sombrero), a Kids collection, gift cards, and hat care accessories (brushes, stretchers, chinstraps, hat boxes, care kits). All hats are handcrafted in Kempsey, NSW Australia using rabbit fur felt, with approximately 162 steps and 60 pairs of hands per hat over a 6-week production process.
Differentiator
Problem solved
Functional benefit
Products and services
- Fedora No.1 Whisky Heritage fedora hat inspired by late 1800s Australian frontier craftsmanship. Features 70mm brim, 114mm cattleman crown, rabbit fur felt construction with grosgrain ribbon and brass pin.
- Slim Dusty Graphite Teardrop crown western hat inspired by legendary Australian country music singer Slim Dusty's iconic Sundowner style. Features 84mm brim, unlined design with leather sweatband.
- Bushman Bourbon Classic outdoor hat with over 60-year heritage. Features wide brim and cigar crown for rugged Australian outdoors use.
- Bobby Light Sand Western-style hat inspired by Australian racing legacy. Blends resilience, loyalty, and Western appeal with enduring character.
- R.M. Mid Brown Mid brown fur felt cowboy hat honoring RM Williams legacy with bushwise practicality and authentic Australian character.
- Cattleman Teardrop crown working hat with leather band. Features teardrop crown and wide brim, one of Akubra's most popular working styles.
- Riverina Classic outback hat inspired by Australia's farming heartland. Features broad brim for sun protection with cigar crown styling.
- Tablelands Working collection fedora with teardrop crown. Designed for outdoor durability with braided leather band.
- Territory Outback-ready hat with squared teardrop crown and wide dipping brim for superior weather protection. Features large eyelets for breathability.
- Big Sky Western cowboy hat with cattleman crown and decorative metal band detail. Bold statement piece with tall crown and wide brim.
- Bronco Western hat with colorful beaded hatband and red accent dots. Features wide brim with decorative detailing.
- Rough Rider Iconic Western hat with distinctive curved brim and Cattleman creased crown. Features double-braided horsehair band with brass pin.
- Angler Lightweight outdoor hat designed for water activities since 1998. Ultimate choice for fishing trips and outdoor enthusiasts with cow leather band.
- Banjo Paterson Safari-style fedora honoring Australian poet since 1995. Combines rugged functionality with timeless style for outdoor pursuits.
- Nomad Straw cowboy hat for warm weather. Extra dark toast color with leather chin strap option.
- Eyre Woven straw wide-brim cowboy hat. Light and breathable for summer wear.
- Cape Straw wide-brimmed hat with leather chin cord. Dark toast color with natural straw construction.
- Byron Natural Straw Natural straw hat with perforated crown detail and leather trim. Beach-friendly design.
- The Akubra Brumby Iconic Akubra hat style with braided leather band. Special edition with multiple color options including Acorn Fawn and Moose.
- BXMBXM Embroidered Hats Custom embroidered special edition cowboy hats featuring decorative floral and pattern stitching. From $1,177 per hat.
- The Outback Club Special edition hat with wide brim and cattleman crown. Black felt with distinctive styling.
- Top Hat Black Formal top hat in black for special occasions.
- Kids Hats Miniature versions of adult Akubra styles designed for children including kids-sized Rough Rider and Coober Pedy.
- Gift Card Digital gift cards available in variable denominations, valid for 3 years, for gifting Akubra products.
- Hat Care Products Hat care accessories including brush, stretcher, chinstraps, and hat box. Wooden hat stretchers with black adjustment mechanism for resizing.
- Hat Care Kits Curated hat care kits: The Master Kit ($120), The Explorer Kit ($100), and The Essentials Kit ($70) with brushes, stretchers, and felt pads.
- Working Collection (Cattleman, Riverina, Tablelands, Territory) Durable headwear range purpose-built for outdoor work, farming, and rural professionals in harsh Australian conditions. Prices range from $320 to $449 for felt hats.
- Western Collection (Big Sky, Bronco, Dusty Dawn, Golden Spur, Highway Tune, Kiandra, Rough Rider, The Arena, Woomera) Western-style hats for rodeo, country music events, equestrian and cowboy core aesthetics, with cattleman, teardrop and cigar crowns and decorative braiding.
- Adventure Collection (Angler, Avalon, Banjo Paterson, Coober Pedy, Coolabah, Leisure Time, Snowy River, Traveller) Versatile outdoor hats designed for fishing, hiking, beach and travel activities, featuring lightweight construction, breathable designs, and water-resistant materials.
- Urban Collection (Bogart, Campdraft, Hampton, Ranger, Smoky Cape, Stylemaster, Squatter) Refined hats designed for city wear, special occasions, and style-conscious consumers seeking heritage craftsmanship in a sophisticated silhouette.
- Heritage Collection - House Icons Reimagined Heritage Collection featuring the seven most iconic Akubra styles including Fedora No.1, Slim Dusty, Bushman, Bobby, R.M. and two additional styles to be unveiled, marking the 150th anniversary year.
Quantifiable outcome
- 4.8 star average rating from 7000+ customers
- +2 more outcomes
Companies that use Akubra Hats
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles1 record
Akubra Hats technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Akubra Hats partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AquabumpsminorCollaboration between two iconic Australian brands connected by shared appreciation for people, places, and stories that define Australia. The Aquabumps x Akubra collaboration pays tribute to Australian coastal and outback culture, combining Aquabumps' beach lifestyle photography with Akubra's heritage hat craftsmanship.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Akubra Hats competitors and assessment
Company assessmentBroad incumbents
- RM Williams: Iconic Australian heritage brand (founded 1932) producing premium leather boots and outback apparel. Comparable to Akubra on Australian heritage positioning, premium pricing, D2C and retail model, and the 'cowboy core' trend alignment.
Emerging players
- Scala Pronto: US-based hat and headwear brand producing fashion and Western-inspired hats at lower price points. Comparable to Akubra on hat product category and Western styling, but targets a more value-oriented customer.
Direct peers
- Resistol: American Western hat maker, the closest US-based competitor to Akubra in the cowboy/Western category. Directly comparable on product, target customer (ranchers, rodeo, Western lifestyle), and price tier.
- Borsalino: Italian heritage hat maker founded in 1857 with a similar premium, handcrafted, fur-felt positioning to Akubra. Comparable as a 150+ year-old luxury hat brand selling to fashion-conscious consumers globally.
- Ringers Western: Australian Western lifestyle and apparel brand explicitly named alongside Akubra as a beneficiary of the 'cowboy core' trend. Competes directly in the Australian Western/cowboy customer segment and retail channel.
- Stetson: Iconic American Western and cowboy hat brand with a heritage comparable to Akubra. Stetson competes head-to-head in the Western/cowboy hat category that Akubra's Western and Heritage collections target, and serves similar fashion-forward and rural customer segments.
- Tilley Endurables: Canadian heritage outdoor hat brand built on UPF/sun protection and lifetime-guaranteed durability. Akubra's Angler and Adventure collections (UPF50+, water-resistant rabbit fur felt) compete for the same outdoor and travel customer with the same functional value proposition.
- Christys' London: British heritage hat maker with 250+ years of history producing felt and fur felt hats. Comparable to Akubra on craftsmanship heritage, premium fur-felt construction, and global distribution.
- Lock & Co. Hatters: UK heritage hat maker (founded 1676) operating from a St James's shop. Directly comparable to Akubra as a centuries-old, handcrafted hat house selling premium headwear to global clientele.
- Bailey of Hollywood: American premium hat maker with strong Western, dress, and fashion hat lines. Comparable to Akubra on heritage craftsmanship, multi-channel D2C distribution, and breadth of hat categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Akubra Hats social profiles
Digital presenceAkubra Hats financial estimates
Financial estimateRevenue estimate
Valuation estimate
Akubra Hats leadership team
Management profileNumber of profiles
Akubra Hats funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Akubra Hats M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Akubra Hats
What does Akubra Hats do?
Akubra Hats manufactures and sells handcrafted Australian fur felt and straw hats across collections including Working, Western, Adventure, Urban, Heritage, Straw, and Special Edition categories, alongside a Kids range, hat care accessories, and digital gift cards. Each hat is made in Kempsey, NSW from 100% rabbit fur felt through a 162-step handcrafting process that takes six weeks and involves 60 pairs of hands per hat. Products are sold direct-to-consumer via the akubra.com.au e-commerce site, five company-owned Australian retail stores, and third-party stockists with international shipping via DHL Express.
Is Akubra Hats a public or private company?
Akubra Hats is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Akubra Hats founded?
Akubra Hats was founded in 1876. It employs 51 to 100 people.
Where is Akubra Hats based?
Akubra Hats is headquartered in Kempsey, Australia, in the Oceania region.
How does Akubra Hats make money?
Three revenue lines are on record. Direct Hat Sales are the primary driver. The others are gift Cards and hat Care Products and Accessories.
Who are Akubra Hats's main competitors?
RM Williams is listed as a broad incumbent. Scala Pronto is listed as an emerging player. Direct peers are Resistol, Borsalino, Ringers Western, Stetson, Tilley Endurables, Christys' London, Lock & Co. Hatters and Bailey of Hollywood.
Does Akubra Hats have an API?
No public API is recorded for Akubra Hats.
What industry is Akubra Hats in?
Akubra Hats's product category is Handcrafted Fur Felt Hats. Its primary akta.pro industry code is CRAAAJAE, Hats, Caps & Headwear, with a secondary code of CRAKAEAG, Luxury Hats & Headwear. Its NAICS code is 31599 and its SIC code is 5600.