Julien's Auctions
Julien's Auctions is a privately held, Gardena-based auction house founded in 2003 that specializes in entertainment memorabilia, celebrity fashion, music artifacts, and luxury collectibles, serving high-net-worth collectors and celebrity estates via live, online, and fixed-price sales channels.
- Company typePrivate
- Founded2003
- HeadquartersGardena, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Julien's Auctions does
Julien's Auctions is a privately held auction house founded in 2003 and headquartered in Gardena, California, specializing in entertainment memorabilia, music artifacts, celebrity fashion, and luxury collectibles. The company serves two primary customer sets: high-net-worth collectors and celebrity estates/foundations seeking to monetize or acquire authenticated memorabilia with verified provenance. Marquee consignors and partners have included Marilyn Monroe's estate, Tony Hawk, Gwyneth Paltrow, Phil Collins, the David Lynch Estate, the Florian Schneider Estate (Kraftwerk), the Whitney E. Houston Legacy Foundation, and the Marshall Mathers Foundation (Eminem).
The company operates a multi-format platform that includes Live Auctions, Online-Only Auctions, and the recently launched Julien's Buy Now — a fixed-price storefront for authenticated Hermès Birkin and Kelly handbags in partnership with Luxus, an alternative-asset manager that supplies authentication and secondary-market pricing data. The underlying technology stack supports online bidding (maximum bids, live streaming, real-time proxy bidding), telephone bidding through company representatives, in-person room bidding, and cryptocurrency payment processing (Bitcoin, Ethereum, USD Coin, and others). Bidding infrastructure is complemented by strategic venue partnerships with Hard Rock Cafe Times Square (Music Icons), The Peninsula Beverly Hills (Bold Luxury), Loews Hollywood, the Musicians Hall of Fame in Nashville, and exhibition venues in London, Tokyo, and Newbridge, Ireland.
Julien's primary revenue mechanism is a 28% buyer's premium on the hammer price of auction lots, supplemented by 2.5% credit card processing fees, 2% cryptocurrency processing fees, and shipping revenue through third-party logistics partner Arta. The fixed-price Buy Now channel generates margin on authenticated luxury items rather than buyer's premium. The business runs an event-driven go-to-market motion anchored by traveling exhibitions, marquee live events, charity partnerships with organizations such as The King's Trust, World Central Kitchen, and The Skatepark Project, and multi-channel content marketing across social platforms and entertainment press. Notable transaction outcomes include the $4.8 million sale of Marilyn Monroe's "Happy Birthday Mr. President" gown (2016, most expensive garment ever sold at auction) and the $10.1 million sale of Jane Birkin's prototype Hermès bag (July 2025, most ever paid for a handbag at auction). Leadership includes CEO David Goodman, Co-founder and Executive Director Martin Nolan, and President Darren Julien, with Dr. Catherine Williamson (formerly of Bonham's) appointed Managing Director of Entertainment and Gabriela Schwartz as Managing Director of Luxury in November 2024.
Julien's Auctions firmographics
Firmographics- Name
- Julien's Auctions
- Legal name
- Julien's Auctions
- Website
- https://juliensauctions.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Julien's Auctions is a privately held, Gardena-based auction house founded in 2003 that specializes in entertainment memorabilia, celebrity fashion, music artifacts, and luxury collectibles, serving high-net-worth collectors and celebrity estates via live, online, and fixed-price sales channels.
- Ownership category
- akta.pro rank
Julien's Auctions industry classification
Industry- Product category
- Auction Services for Celebrity Memorabilia and Luxury Collectibles
- NAICS
- Used Merchandise Retailers (4595), Jewelry, Luggage, and Leather Goods Retailers (4583), All Other Miscellaneous Retailers (459999)
- akta.pro primary industry
- Pre-owned, Vintage & Resale Luxury (Multi-category) (CRAKAFAN)
- akta.pro secondary industries
- Authenticated Luxury Resale Marketplaces (CRAKAKAA), Sports Collectibles Marketplace & Auction Platforms (CRAMAOAI)
Keywords
Where Julien's Auctions is headquartered
LocationHeadquarters
- HQ city
- Gardena
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Julien's Auctions business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Buyer's Premium: A percentage charge added to the hammer price of lots won at auction. The buyer's premium is 28% as stated on auction pages.
- Credit Card Processing Fees: 2.5% processing fee on all invoices paid via credit card.
- Cryptocurrency Processing Fees: 2% processing fee on cryptocurrency payments for certain lots.
- Shipping and Handling: Shipping costs are charged separately and handled through their partner Arta.
- Julien's Buy Now Fixed Price Sales: Direct fixed-price sales of authenticated Hermès handbags with no auction or waiting, removing buyer's premium in favor of margin on authenticated luxury goods.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Auction lots with pre-sale estimates and competitive bidding |
| Unit Pricing | Pay-as-you-go | Fixed-price authenticated Hermès handbags |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Julien's Auctions product offering
Product offeringCore offering
Julien's Auctions conducts live and online-only auctions of celebrity memorabilia, music artifacts, fashion, Hollywood costumes, and luxury collectibles, supplemented by fixed-price authenticated luxury sales (Hermès handbags) through Julien's Buy Now. Sellers consign items through expert appraisal, authentication, provenance verification, and international marketing, while buyers participate via online, telephone, or in-person bidding, with payments accepted in fiat or cryptocurrency.
Product overview
Julien's Auctions operates a dual-format auction and retail platform: the core Live and Online-Only Auctions enable collectors to bid on celebrity memorabilia, music artifacts, fashion items, and Hollywood ephemera through multiple channels (online, telephone, in-person), while the fixed-price Julien's Buy Now and Julien's Store offer authenticated luxury items like Hermès handbags without auction. The platform specializes in high-value collectibles including music icons' instruments, Hollywood costumes, street art, and celebrity estates, supported by consignment services that handle authentication, provenance verification, and international promotion.
Differentiator
Problem solved
Functional benefit
Brands
- Julien's Buy Now: A fixed-price format for purchasing authenticated Hermès handbags and luxury accessories without auction or waiting.
- Bold Luxury
- Music Icons
Products and services
- Live Auctions Real-time auction events held at prestigious venues (Hard Rock Cafe Times Square, Peninsula Beverly Hills, Loews Hollywood, Musicians Hall of Fame Nashville) where bidders participate online, by telephone, or in person to purchase celebrity memorabilia, music artifacts, fashion, and luxury collectibles.
- Online-Only Auctions Timed auctions where lots close individually with countdown timers, allowing bidders to place incremental or maximum bids over a specified period without a live event.
- Consignment Services Expert review and auction process services for sellers consigning memorabilia, including provenance verification, authentication, condition assessment, valuation, and international marketing to collectors.
- Julien's Buy Now A fixed-price direct-purchase format for authenticated luxury items, particularly Hermès Birkin and Kelly handbags, in exclusive partnership with Luxus for authentication and valuation. Buyers receive immediate ownership at a set price with no auction, no buyer's premium, and no waitlist.
- Julien's Store An online store offering exclusive books and publications along with authenticated Hermès Birkin and Kelly handbags verified through the Luxus partnership, available at fixed prices.
- Multi-Channel Bidding Platforms Multiple bidding channels including online maximum bidding, live online bidding during auctions, telephone bidding with Julien's representatives, and in-person room bidding, with support for cryptocurrency and credit card payments.
Quantifiable outcome
- $4.8 million for Marilyn Monroe 'Happy Birthday Mr. President' gown - most expensive garment ever sold at auction
- +3 more outcomes
Companies that use Julien's Auctions
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles5 records
Julien's Auctions technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Julien's Auctions partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, flagship and minor.
- The King's TrustcoreLandmark benefit auction featuring Phil Collins Archive (1980-1995), with all proceeds going to The King's Trust 50th Anniversary. Phil Collins is the organization's first ambassador and has been a trustee for 40 years.
- Whitney E. Houston Legacy FoundationcoreAnnual auction benefitting the Whitney E. Houston Foundation, featuring outfits the star wore onstage. Part of ongoing relationship supporting music education through foundation programs.
- Hard Rock Cafe Times SquarecoreAnnual venue for Music Icons auctions featuring rare music memorabilia. The iconic Times Square location provides high visibility and positioning for rock and roll collectibles.
- Gwyneth PaltrowflagshipBold Luxury auction featuring items from Paltrow's personal collection. First Bold Luxury auction to include home furnishings and furniture, expanding the series beyond fashion. Proceeds benefit World Central Kitchen.
- Tony Hawk / The Skatepark ProjectflagshipFirst auction of original memorabilia from Hawk's career, featuring 99 curated items including the original '900' skateboard. Proceeds benefit Hawk's nonprofit organization dedicated to building skateparks for underserved youth.
- LuxuscoreExclusive partnership for Hermès handbag authentication and valuation in Julien's Buy Now program. Luxus, founded by former Blackstone managing director Dana Auslander, structures funds dedicated to Birkins and Kellys and supplies secondary-market pricing data used in the Knight Frank Wealth Report. Their authentication ensures each bag is genuine and accurately priced.
- The Peninsula Beverly HillscoreStrategic venue partnership hosting Bold Luxury fashion auctions. The partnership transforms auctions from transactional events into cultural experiences, with the hotel seeking broader audience engagement while celebrating its 35th anniversary.
- MusiCaresminorNonprofit partner supporting music professionals through health and human services programs.
- Music Health AllianceminorNonprofit organization supporting music industry professionals with health care access and financial assistance.
- Gibson GivesminorCharitable arm of Gibson Guitars supporting music education and access.
- Grand Ole Opry / Opry 100minorHistoric music venue partnership for country music memorabilia auctions.
- TCM (Turner Classic Movies)minorMedia partnership for classic Hollywood memorabilia auctions, including Marilyn Monroe centennial celebrations.
- Museum of Style Icons (Newbridge, Ireland)minorExhibition venue for public previews of Bob Mackie auction collection, including pieces worn by Cher, Tina Turner, and Princess Diana.
Scale indicators11 records
Recent moves8 records
Expansion highlights6 records
Julien's Auctions competitors and assessment
Company assessmentBroad incumbents
- Sotheby's: Global luxury auction house that competes with Julien's in high-profile celebrity, estate, and luxury memorabilia auctions, particularly in fashion and entertainment verticals. Julien's Bold Luxury series and celebrity estate sales overlap directly with Sotheby's marquee offerings.
- Christie's: Major international auction house whose celebrity memorabilia, fashion, and luxury handbag sales compete with Julien's Bold Luxury series and Hermès handbag offerings. Christie's also recently expanded into authenticated luxury resale segments overlapping with Julien's Buy Now.
- Bonhams: International auction house with overlapping entertainment memorabilia and luxury offerings. Notably, Julien's Managing Director of Entertainment Dr. Catherine Williamson spent 25 years at Bonham's, indicating direct competitive overlap in the entertainment memorabilia category.
- Phillips: Global auction house with overlapping luxury, watches, and contemporary collectibles categories. Phillips competes with Julien's in the HNW luxury segment and has expanded into authenticated luxury resale.
Direct peers
- Heritage Auctions: Largest U.S.-based collectibles auction house covering entertainment memorabilia, music, sports, and luxury. Heritage is a direct competitor in Julien's core verticals of music memorabilia, celebrity estates, and luxury collectibles auctions.
- Propstore: Entertainment memorabilia auction house specializing in film and TV props, costumes, and collectibles. Propstore directly competes with Julien's in Hollywood and entertainment memorabilia auctions, particularly costumes and screen-used items.
- RR Auction: Auction house specializing in rare documents, music memorabilia, and historical autographs. RR Auction directly competes with Julien's in autographed memorabilia, music artifacts, and historical document sales (e.g., the Bob Dylan lyrics category).
- Goldin: Leading sports collectibles auction house that overlaps with Julien's Tony Hawk '900 Collection' and other sports memorabilia offerings. Both compete for high-end sports and pop culture memorabilia consignors.
- Hake's Auctions: Long-standing pop culture and entertainment memorabilia auction house directly competing in the same category of vintage music memorabilia, comic art, and celebrity collectibles that anchors Julien's Music Icons series.
Emerging players
- Rebag: Authenticated luxury resale platform specializing in Hermès handbags and other designer accessories. Rebag overlaps with Julien's Buy Now in serving investment-focused Hermès buyers seeking guaranteed authentication without auction wait times.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Julien's Auctions social profiles
Digital presenceJulien's Auctions financial estimates
Financial estimateRevenue estimate
Valuation estimate
Julien's Auctions leadership team
Management profileNumber of profiles
Profiles4 records
Julien's Auctions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Julien's Auctions 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 Julien's Auctions
What does Julien's Auctions do?
Julien's Auctions conducts live and online-only auctions of celebrity memorabilia, music artifacts, fashion, Hollywood costumes, and luxury collectibles, supplemented by fixed-price authenticated luxury sales (Hermès handbags) through Julien's Buy Now. Sellers consign items through expert appraisal, authentication, provenance verification, and international marketing, while buyers participate via online, telephone, or in-person bidding, with payments accepted in fiat or cryptocurrency.
Is Julien's Auctions a public or private company?
Julien's Auctions is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Julien's Auctions founded?
Julien's Auctions was founded in 2003. It employs 11 to 50 people.
Where is Julien's Auctions based?
Julien's Auctions is headquartered in Gardena, United States, in the North America region.
How does Julien's Auctions make money?
Five revenue lines are on record. Buyer's Premium is the primary driver. The others are credit Card Processing Fees, cryptocurrency Processing Fees, shipping and Handling and julien's Buy Now Fixed Price Sales.
Who are Julien's Auctions's main competitors?
Broad incumbents on record are Sotheby's, Christie's, Bonhams and Phillips. Direct peers are Heritage Auctions, Propstore, RR Auction, Goldin and Hake's Auctions. Rebag is listed as an emerging player.
Does Julien's Auctions have an API?
No public API is recorded for Julien's Auctions.
What industry is Julien's Auctions in?
Julien's Auctions's product category is Auction Services for Celebrity Memorabilia and Luxury Collectibles. Its primary akta.pro industry code is CRAKAFAN, Pre-owned, Vintage & Resale Luxury (Multi-category), with a secondary code of CRAKAKAA, Authenticated Luxury Resale Marketplaces. Its NAICS code is 4595.