Australian Pub Baron Justin Hemmes On His Unstoppable Rise And Merivale Hospitality Empire
- Merivale CEO Justin Hemmes transformed the family business into a $1+ billion hospitality powerhouse.
- Sydney’s bar tycoon owns over 100 venues, including glittering establishments like The Ivy and Coogee Pavilion.
- Hemmes’ opulent lifestyle includes mansions, private jets, luxury cars, and bold business expansions.
When it comes to revolutionising the hospitality landscape in Australia, few names shine brighter than Justin Hemmes, Sydney’s ‘bar tsar.’ Just like Adrian Portelli, the founder of LMCT+, and Laurence Escalante, the visionary behind VGW who brought innovation to their fields, Hemmes, as CEO of Merivale, has revolutionised Sydney’s dining and entertainment scene over three decades, building an empire of more than 100 venues through his remarkable talent to anticipate and shape consumer trends.
The Making of a Mogul
While the Hemmes family name was already well-established in Australian society, with parents John and Merivale pioneering the country’s fashion scene since the 1950s, it was Justin’s bold vision that catapulted the family business from millions to billions. Joining the family business in his mid-20s, Hemmes showed an extraordinary appetite for calculated risks, taking over and transforming high-profile venues such as The Beresford in Surry Hills and the Paddington Arms into sophisticated entertainment destinations.
Under Hemmes’ guidance, Merivale has grown from a modest property and fashion retailer to the dominant hospitality player in Australia, valued at more than $1.3 billion AUD. His uncanny ability to predict and shape Sydney’s social scene, combined with his meticulous attention to detail, has earned him a reputation as one of the country’s most successful businessmen.
Weathering the Storm
Hemmes’s success wasn’t free of the scars encountered along his paths. In 2008, he rolled out his most ambitious project yet: The Ivy, a $180 million AUD entertainment precinct in Sydney’s CBD. The massive development, featuring a nightclub, rooftop pool bar, private penthouse suite, function venues, and multiple eateries, nearly proved his undoing when the global financial crisis hit…
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“It almost broke me. It almost didn’t get up, and I would have lost a lot of money.”
Justin Hemmes
But his determination and hands-on approach helped him see it through the storm, and The Ivy is now one of the most iconic venues in Sydney, a testament to his perseverance.
Sydney’s Ultimate Playboy
Early in his career, Hemmes was known for his flashy lifestyle. CNN once called him “Sydney’s ultimate playboy” and a “hedonistic bar tycoon,” describing his penchant for dating models, launching music festivals, and living life in the fast lane. His adventurous spirit often brought him into all kinds of trouble, including a dramatic accident with a speedboat when he was 25 that injured nine of his friends, and several racing incidents with his luxury cars which led to the loss of his driving license.
Responding to his playboy image, Hemmes stated:
“What’s a playboy? Someone who has a lot of fun? Maybe I’m guilty of that, but I get much more pleasure out of working, building and creating rather than living a life of leisure.”
Justin Hemmes
And true to his word, he has managed to turn his reputation from wanton socialite to respected business leader as Merivale’s influence continues to grow.
Living the Empire
Today, the 52-year-old CEO calls The Hermitage home: a prestigious harbourfront mansion in Vaucluse that has been in the family for more than five decades. His extensive property portfolio includes five premium estates on the NSW South Coast, headlined by the 60-hectare Glasshouse Rocks estate, affectionately nicknamed ‘The Farm,’ which he bought for $7.5 million AUD in 2015.
His success is reflected in an enviable collection of luxury assets: a $40 million AUD Bombardier Challenger jet for European jaunts and a fleet of high-performance vehicles, including Lamborghinis, Bentleys, and McLarens. True to his passionate nature, Hemmes doesn’t just collect cars; he races them — maintaining his thrill-seeking spirit despite the occasional accidents. As he says, “If you’re not having accidents, you’re not driving hard enough.”
Challenges and Future Vision
Despite Merivale’s success, challenges persist. The company has faced accusations of underpayment from former staff members and recently reached a significant settlement in Australia’s Federal Court. After five years of legal arguments and closed-door negotiations, Merivale agreed to pay over $19 million AUD to resolve the class action lawsuit. There’s also been a more recent scandal over accusations of sexual misconduct at a number of his venues. The jury is out on that one, for now…
The company has also faced opposition to its ambitious expansion plans, including a contentious proposal for a 24/7 entertainment and hotel precinct in the CBD. Upset local residents and business owners have formally complained to the City of Sydney, citing concerns over noise and disruption.
Nonetheless, Hemmes’ golden touch in the hospitality industry has not dimmed. As Merivale expands into Melbourne and continues to evolve, the company faces the delicate challenge of maintaining its family-oriented culture while growing into new markets. Yet, given Hemmes’ track record of turning bold visions into reality, few would bet against his ability to successfully navigate these challenges while continuing to reshape Australia’s hospitality landscape.
