Hans with his staff in-store
Hans Rubens
Hats off to HMR Heritage Words by Chris West | Photos by Doug Pell If the hat fits, chances are Hans Rubens had something to do with it. Hans and his wife Mary are the names behind HMR Heritage, a unique hat, apparel and accessories store in Graham Street, Wonthaggi showcasing the best in county and coastal style through the world’s most iconic brands. Within the space of just two years, what was started by Mary as a fledgling collectables bazaar around the corner in Murray Street has morphed into a unique and successful enterprise with Hans at the helm as the visible face of the business. It is a story laced with a mix of good luck, opportune timing, and passionate commitment. While Hans and Mary were visiting their son who was living at the time in Houston, Texas, they purchased a few cowboy hats to take back to the bazaar. The hats quickly sold upon their return home, which made Hans keen to source more. Mary suggested he contact Akubra and the rest, as they say, is history.
Akubra hats are naturally in strong demand at HMR Heritage. “I don’t even have to try to sell Akubras. People just walk in here for them,” Hans remarks. Also keenly sought after are the highly coveted boots from American brand Ariat, whilst the Burke and Wills swags and Ugg boots are also extremely popular. HMR Heritage has built its reputation on the quality of its brands and its point of difference from other businesses. “This shop is totally unique, certainly in Australia and probably the world,” Hans proudly declares. Personalised service means everything to Hans. He has resisted the temptation to sell his products online, preferring instead to interact with customers face to face.
Their business had the distinction of gaining endorsement as an appointed Akubra retail stockist and grew rapidly as further brands were added to the product range.
“The bottom line is if you want an Akubra hat or a pair of Ariat boots, anyone who chooses to buy online is really just going to be making a transaction and hoping for the best. The better alternative is that you can get exactly what you want here in person at Wonthaggi,” Hans notes.
HMR Heritage established its new home at 142 Graham Street in June this year. The store sells an impressive range of high quality products from world famous brands Akubra, Ariat, Burke and Wills, Stetson, Ugg Australia and Coinwatch.
Practically everyone in the township, along with horse enthusiasts and racing industry professionals from surrounding areas, have come to know Hans through HMR Heritage. He is a keen supporter of the local community and is well known for his generosity to customers.
“There’s an individual story behind each of those major brands,” Hans says.
Hans has in his possession an autographed Akubra hat from Australian country and western music star Lee Kernaghan and has approached community radio station 3mFM and the South Gippsland Sentinel-Times newspaper with a view to promoting its sale for charity early next year.
“People come in and see what we have here and are amazed. If I don’t happen to have what they’re looking for in stock, I can get it in within two weeks.” 114
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“We’re aiming to raise ten thousand dollars for mental health from the Akubra that Lee has signed,” he reveals.
