From the back of a van to a multi-million dollar business: The travel-loving couple who sell hats for a living – with the brand set to make $5MILLION this year
- Lauren Williams and Alexander Knorr started Will and Bear in 2015 from their van
- The couple were on the road in Tasmania when Alex decided he wanted a hat
- Unable to find one that was practical & long-lasting led them to make their own
- The couple are now selling 8,000 hats a month and making $5million a year
- Ethos is centered around eco-friendliness, and every hat sold is 10 trees planted
A travel-loving couple who were struggling to find practical and long-lasting hats that felt natural in the Australian outback decided to design their own from the back of their van – only to have the business idea become a $5 million dollar success story.
Lauren Williams and Alexander Knorr launched Will and Bear in 2015 from their T3 Syncro van named Marty while on the road in Tasmania.
‘We wanted a hat brand that spoke to us personally, suited our lifestyle and gave back to the natural environments where we use the product,’ Lauren, who inspired the ‘Will’ part of their label, told Daily Mail Australia.
Lauren Williams and Alexander Knorr (pictured) launched Will and Bear in 2015 from their T3 Syncro van named Marty while on the road in Tasmania
‘We wanted a hat brand that spoke to us personally, suited our lifestyle and gave back to the natural environments where we use the product,’ Lauren, who inspired the ‘Will’ part of their label, told Daily Mail Australia
Six years later and their beanies, wide-brimmed hats and caps are available in seven different countries with 8,000 units sold a month.
‘We started with William Brown, our everyday hat, and it’s still the best seller today. It’s approachable and a good entry level hat,’ Lauren said.
The Calloway Fawn, Stevie Sand, Levi Copper and Andy Oak are also popular choices on the website, with many of the designs made from 100 per cent Australian wool.
‘We still stock our core range of five hats that we started with and they have been best sellers since day dot. We don’t have new collections or season drops, we try to keep it simple and improve on what we have. We want every style to be timeless,’ she said.
‘We started with William Brown, our everyday hat, and it’s still the best seller today. It’s approachable and a good entry level hat,’ Lauren said
One of Will and Bear’s key differences as a brand is its ability to do ‘good business’ while conducting business, focusing on projects that will better the planet and their community of like-minded people
One of Will and Bear’s key differences as a brand is its ability to do ‘good business’ while conducting business, focusing on projects that will better the planet and their community of like-minded people.
‘From the beginning we’ve pledged to plant 10 trees for every hat sold, as a result of this we’ve now planted over 200 acres of forest gardens in Senegal, Africa,’ Lauren said.
‘We aim to always give away a percentage of our profits and to be a responsible member of the global community.
‘We’ve recently announced our latest NGO partner, leaders in regenerative farming, Odonata, joining forces to provide better outcomes for the planet, animal welfare, and biodiversity.’
‘From the beginning we’ve pledged to plant 10 trees for every hat sold, as a result of this we’ve now planted over 200 acres of Forest Gardens in Senegal, Africa,’ Lauren said
There are more than 4.9 stars out of a possible five for the William Brown hat with many of the couple’s customers praising their craftsmanship and service.
‘Love my new hat! So comfortable and looks fantastic on. I was worried about ordering a hat online but the way it was packed and sent was perfect,’ said one man.
‘I measured my head to find the right size, my measurement said I needed the small however it was too snug for my liking so I applied easily for the credit voucher, easily printed the return sticker and took to the post office,’ said another.
‘In the meantime I bought the Andy Oak on the sale and the medium fits very comfortably and the broad rim is perfect for vineyard work, the wool keeps my head so cool.’
Whether it be a fashion accessory or to stay safe in the sun there is a Will and Bear hat for any number of occasions.