Tenth Avenue Holdings

What Tenth Avenue Holdings does

Tenth Avenue Holdings is a privately held diversified holding company founded in 2008 and headquartered at 483 Tenth Avenue in New York City. The firm acquires, operates, and finances private and public companies while developing commercial and residential real estate. Through its Tenth Avenue Commerce umbrella, the company controls approximately nine operating businesses across multiple consumer product verticals: pet (Jolly Pets, Big Barker, Kitty Kasas, Horsemen's Pride), food and beverage (Bronx Brewery, CAULIPOWER, Urban Farmer), beauty (Under Your Skin), gifting (From You Flowers, FTD, The Gift Basket Store, Brook & York, H. Bloom, Face Vase), apparel and accessories (Kerrits, Oughton, PackIt), and home and lifestyle (Tusco Products, Lula's Garden). The company also holds minority positions in Attivio, CCG - Communications Capital Group, and other select investments.

The firm's acquisition strategy targets family-owned or closely held businesses with stable, recurring, diversified, and defensible revenue bases, with management retained at close. Acquisition thresholds differ by vertical: $10M+ in annual revenue for existing verticals and $40M+ for new verticals. The company is structured around permanent capital rather than a traditional private equity fund, enabling long-duration ownership and a stated preference for founder-friendly partnership models. Distribution is multi-channel — retail/physical storefronts, e-commerce platforms (From You Flowers, Send Flowers, Caulipower DTC), and direct-to-consumer — with products sold globally through general retail, specialty pet stores, garden centers, and online ordering.

Revenue is generated primarily through consumer product sales across the portfolio, supplemented by e-commerce transaction fees on owned platforms and value realization through portfolio company exits (e.g., Hello Products sold to Colgate-Palmolive in 2019). The company maintains a lean central organization of 11–50 employees and reaches the market through its corporate website, LinkedIn presence, and PR distribution via PR Newswire and GlobeNewswire for major announcements. In 2025 the firm announced two platform-building mergers — CAULIPOWER with Urban Farmer to form a vertically integrated better-for-you frozen foods platform, and From You Flowers with FTD to form a global floral and gifting platform — signaling a shift from pure brand aggregation toward scaled category platforms.

Name

Tenth Avenue Holdings

Legal name

Tenth Avenue Holdings, LLC

Website

https://tenave.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Tenth Avenue Holdings is a privately held diversified holding company founded in 2008 and headquartered in New York. It acquires, operates, and finances private consumer brands across pet, food, beauty, gifting, apparel, and home and lifestyle verticals via its Tenth Avenue Commerce umbrella.

Ownership category

akta.pro rank

Product category

Diversified Consumer Holdings

NAICS

General Merchandise Retailers (455)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

Keywords

• Diversified holding company
• Consumer brand portfolio
• Permanent capital investment
• Family-owned business acquisitions
• E-commerce gifting platforms

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Supply Chain, Others

Revenue model

1. Product Sales: The company generates revenue through product sales across its portfolio of consumer brands including pet products (Jolly Pets, Big Barker, Kitty Kasas, Horsemen's Pride), food and beverage (Bronx Brewery, Caulipower), beauty (Under Your Skin), home and lifestyle (Tusco Products, Face Vase, Lula's Garden), gifting (From You Flowers, FTD, The Gift Basket, brook & york), and apparel (Kerrits, Oughton, PackIt). Revenue comes from both majority-owned holdings through Tenth Avenue Commerce and minority investments.
2. E-commerce and Transaction Fees: Tenth Avenue Commerce operates online gifting platforms including From You Flowers and Send Flowers, generating revenue through online transactions and potentially taking commissions on sales through their e-commerce platforms.
3. Portfolio Company Exits: The company creates value through acquiring companies, operating them for growth, and divesting when appropriate. Notable exit includes Hello Oral Care which was sold to Colgate-Palmolive. The company states they will always do what makes the most sense for their subsidiary companies and teams in the long-term.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Tenth Avenue Holdings acquires and operates consumer product businesses through its Tenth Avenue Commerce umbrella, which encompasses nine majority-owned brands spanning pet products, frozen foods, craft beer, clean beauty, floral and gifting, equestrian apparel, leather goods, home and garden, and lifestyle accessories. The holding company also develops commercial and residential real estate and selectively holds minority equity stakes in selected businesses. Revenue is generated primarily through product sales across portfolio brands and through transactions on owned e-commerce platforms.

Product overview

Tenth Avenue Holdings is a diversified holding company that operates and invests in privately held businesses. The company operates through its umbrella platform Tenth Avenue Commerce, which encompasses nine businesses across several verticals including gifting (From You Flowers, FTD, The Gift Basket Store, Face Vase, Brook & York, H. Bloom), pet (Jolly Pets, Big Barker, Kitty Kasas), beauty (Under Your Skin), apparel & accessories (Kerrits, Oughton), home & lifestyle (Tusco Products), and food & beverage (Bronx Brewery, CAULIPOWER, Urban Farmer). The company also holds minority positions in Attivio (AI-powered search) and FTD. Products range from durable pet toys and dog beds to floral delivery services, equestrian apparel, luxury leather goods, and frozen foods.

Differentiator

Problem solved

Functional benefit

Brands

• Tenth Avenue Commerce: Umbrella for companies where Tenth Avenue Holdings has controlling interests, consisting of nine businesses in verticals including gifting, pet, beauty, apparel & accessories, and home & lifestyle.

Products and services

• Jolly Pets High-quality, durable dog toys and pet products designed for dogs and their owners.
• Big Barker Dog beds designed for big dog breeds, providing orthopedic sleeping solutions.
• Kitty Kasas Modular kitty homes and beds offering cat furniture and accessories.
• Horsemen's Pride Horse supplies and toys for equestrian use.
• Bronx Brewery Craft brewery producing beer that builds community, with physical taproom locations.
• CAULIPOWER Better-for-you frozen foods brand offering cauliflower-based alternatives to traditional comfort foods.
• Under Your Skin Clean beauty skincare brand from Sweden offering hormone-safe personal care products.
• From You Flowers Same-day flower delivery and specialty gifting platform serving consumers celebrating life's events.
• FTD Flower delivery and gifting service offering luxury arrangements and delivery.
• H. Bloom Luxury flower arrangements and delivery service.
• The Gift Basket Store Gift basket delivery service for every occasion.
• Brook & York Personalized jewelry and accessories brand.
• Face Vase Customized picture vases offering personalized home decor and gifting.
• Kerrits Performance equestrian apparel brand.
• Oughton Luxury leather goods brand inspired by equestrian traditions, producing handcrafted handbags and luggage manufactured in Argentina.
• PackIt Freezable lunch bags and food storage products for eating and drinking well.
• Tusco Products U.S. manufacturer of recyclable planters and accessories made from high-grade polyethylene, targeting the lawn and garden market.
• Lula's Garden Succulent gifts brand offering thoughtful and memorable living gifts.
• Decamarx Online designer clothing rental destination.
• Tenth Avenue Commerce Holding company platform grouping nine controlling-interest consumer businesses across gifting, pet, beauty, apparel and accessories, and home and lifestyle verticals.

Quantifiable outcome

• Under Your Skin tripled global distribution and doubled sales in first half of 2025 vs 2024 following $12M investment in 2022

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• RISE (Research Institutes of Sweden)coreTechnology or Integration · 3 September 2025Under Your Skin, a Stockholm-based skincare brand acquired by Tenth Avenue Holdings in 2022, partnered with RISE to conduct toxicological hazard assessments on its beauty products. This partnership made Under Your Skin the first in the clean beauty industry to have finished products tested for hormone safety using OECD-recognized testing methods. The assessment evaluated products for endocrine disruption, carcinogenicity, bioaccumulation, and environmental biodegradability.
• Colgate-PalmoliveminorOthersColgate-Palmolive acquired Hello Oral Care brand from Tenth Avenue Holdings' portfolio company Hello Products LLC. The transaction, expected to close by February 2020, was financed through a combination of cash and debt and was projected to be flat to a penny dilutive to 2020 diluted earnings per share. Hello's 'naturally-friendly' brand positioning was expected to complement Colgate's existing portfolio including Colgate and Tom's of Maine brands.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hilco Global: Hilco Global acquires and operates consumer, retail, and industrial businesses — a broader incumbent in the asset acquisition and management space that competes with Tenth Avenue for differentiated deal flow.
• Sun Capital Partners: Sun Capital Partners is a private equity firm that acquires and operates consumer and retail businesses — a broader incumbent that competes with Tenth Avenue in the family-held consumer brand acquisition market, though with a traditional fund structure rather than permanent capital.
• Gordon Brothers: Gordon Brothers is a global advisory and investment firm specializing in consumer brands, retail, and industrial assets. Comparable in working with consumer brands across multiple verticals, though broader in scope and more institutional.

Direct peers

• Centric Brands: Centric Brands is a consumer lifestyle holding company that owns and licenses multiple fashion, beauty, and home brands. Comparable in operating model: portfolio of consumer brand assets managed under one corporate umbrella with diversified retail distribution.
• Sequential Brands Group: Sequential Brands (now restructured) was a multi-brand consumer holding company that owned apparel, home, and active lifestyle brands — a direct historical analog to Tenth Avenue's strategy, though its bankruptcy illustrates the risks of the multi-brand holding model.
• Centre Partners: Centre Partners is a middle-market private equity firm that invests in consumer and retail businesses — directly comparable as a competing capital source for family-held consumer brands in the $10M-$100M revenue range.
• Topspin Partners: Topspin Partners is a private equity firm that acquires and operates consumer brands and small businesses, with a focus on family-held companies — directly comparable to Tenth Avenue's stated acquisition criteria and approach.
• Iconix Brand Group: Iconix Brand Group built a portfolio of consumer lifestyle, fashion, and home brands under one corporate roof. Comparable in that both are holding companies that own and license multiple consumer brands across categories.
• Xcel Brands: Xcel Brands is a consumer products holding company that acquires and licenses lifestyle brands, similar to Tenth Avenue's apparel and home portfolio (Kerrits, Oughton, Tusco Products). Comparable in acquisition-led growth model.
• Marquee Brands: Marquee Brands acquires and manages a portfolio of consumer brands across fashion, beauty, and home — closely mirroring Tenth Avenue's model of acquiring family-held consumer brands and providing centralized resources while preserving brand autonomy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tenth-avenue-holdings-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries22 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments11 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tenth Avenue Holdings