HMR HERITAGE - Hats off to HMR Heritage

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.

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.

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.

“There’s an individual story behind each of those major brands,” Hans says.

“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.”

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.

“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.

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.

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.

“We’re aiming to raise ten thousand dollars for mental health from the Akubra that Lee has signed,” he reveals.

Iconic Country & Coastal Style

Having originally gifted to the hat to the singer when he appeared at Mossvale Park in Leongatha last year, Hans is thrilled to be putting it to good use to assist such a worthy cause and hopes it will be eagerly sought after by Lee’s devoted fans.

The incredible growth of HMR Heritage has exceeded Hans’s own expectations. Although now in his seventies, he has never felt more invigorated.

“It’s quite surreal,” he comments.

“Never in my wildest dreams would have I thought I would done this. I’ve previously been involved in a family business, had my own business and worked in real estate, but this the best thing I’ve done professionally.”

Although HMR Heritage has been created within the space of just two years, Hans looks upon the business as all part of the history of his ongoing union with Mary that now spans more than 50 years. The couple tied the knot in Melbourne in 1968 and have combined their individual passions and natural talents ever since.

The resounding success of HMR Heritage can be largely attributed to the decision to align the business with iconic brands and how effectively Hans has built and maintained positive relationships with those suppliers. Add in personalised customer service and the passion and drive Hans has for the business and it’s no surprise HMR Heritage has found a winning formula.

“We’ve created something truly unique,” he emphasises.

The next big step for the business is developing HMR Heritage as a brand. It is a project that has Hans particularly excited.

“It’s happening right now as we speak,” he states.

“I have engaged a very talented young consultant who is helping to bring this vision to life.”

HMR Heritage branded products including polo shirts and caps are expected to be available in the Wonthaggi store before Christmas and these items will also be sold online.

“This is the biggest thing I’ve ever done,” Hans states.

The launch of HMR Heritage branded products is a fitting way for the business to finish a stellar 2021 and springboard into 2022. And with Christmas almost here, a gift voucher from HMR Heritage comes with a very special added touch to create a truly memorable present.

“Our vouchers are accompanied by an empty box. The recipient then comes in here for the experience of choosing their own hat,” Hans explains.

“You simply can’t get that sort of experience online.”

HMR Heritage is located at 142 Graham Street, Wonthaggi.

Open 7 days - 10am to 4pm on weekdays, 9am to 4pm on Saturdays and 10am to 3pm on Sundays.

Whether it’s a hat or boots you need, or anything else in the product range, visit Hans in store to ensure you receive the finest quality available and the perfect fit.

Phone: 03 5672 2877