Noisette

What Noisette does

Noisette is a privately held artisanal bakery company operating under Artisanal Holdings Pty Limited, with its headquarters in Port Melbourne, Victoria, Australia. The company runs three retail bakery-cafés in the Melbourne suburbs of Port Melbourne (84 Bay Street), Bentleigh (412 Centre Road), and Kew (2 Walpole Street), each offering freshly prepared French pastries, breads, celebration cakes, macarons, petit gateau, tea cakes, biscuits, spreads, and catering services. The company claims traditional French baking heritage dating to 1825, though this appears to reference baking tradition rather than the Australian entity's founding date, and produces all products by hand using traditional French methods.

Beyond retail, Noisette operates a wholesale distribution arm supplying handmade bread and pastry products to cafes, restaurants, and caterers. The wholesale catalogue is extensive, spanning wholemeal, sourdough, rye, spelt, multi-grain, ciabatta, Turkish, brioche, and white bread products in multiple sizes and formats, plus full-size and miniature pastries, Danishes, bagels, savory items such as Croque Monsieur and Cheese Sticks, and parbake (partially baked) products. Wholesale orders require 48-hour notice and onboarding via a credit-application process.

The business model is dual-channel: direct-to-consumer retail at the three Melbourne locations (one-time sales of baked goods to walk-in consumers) plus B2B wholesale supply on application-based credit terms. The company employs 101-250 people, has no disclosed revenue or funding history, no M&A activity, and no disclosed management team. Brand equity has been built through consecutive "Best of Port" Customer Service awards from the Port Melbourne Business Association spanning 2013-2019 and earned media coverage including a 2018 Channel 9 Postcards feature. Customer acquisition relies on physical footfall, organic social media (Instagram, Facebook, Twitter), customer reviews on TripAdvisor, and recipe content marketing on the company website.

Name

Noisette

Legal name

Artisanal Holdings Pty Limited

Website

https://noisette.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Noisette is a privately held artisanal French bakery operating three retail bakery-cafés across Melbourne suburbs (Port Melbourne, Bentleigh, Kew) and a wholesale division supplying handmade breads and pastries to cafes, restaurants, and caterers in Victoria, Australia.

Ownership category

akta.pro rank

Product category

Artisan Bakery

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Bakery Products (2050), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Patisseries & Viennoiserie (French-Style) (THAFAFAB)

akta.pro secondary industries

Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG), Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)

Keywords

• Artisan bakery products
• French pastry retail
• Wholesale bread supply
• Celebration cakes
• Bakery cafe services

Headquarters

HQ city

Port Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail bakery sales: Direct sales of freshly baked French pastries, breads, cakes, and café items to consumers at three retail locations in Melbourne
2. Wholesale distribution: B2B sales of bread and pastry products to cafes, restaurants, and other businesses. Products require 48-hour notice for orders. All products are handmade.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Noisette is a traditional French-style bakery producing handmade artisan breads, pastries, croissants, cakes, macarons, and petit gateau. The company sells directly to consumers via three retail bakery-cafe locations in Melbourne and supplies a broader wholesale range of bread, parbake, and pastry products to cafes, restaurants, and caterers across Victoria.

Product overview

Noisette is a traditional French baking company operating since 1825, with retail cafes in Port Melbourne, Bentleigh, and Kew, plus a wholesale product division. The company offers a comprehensive portfolio of artisan bakery products spanning celebration cakes, petit gateau, croissants, macarons, and tea cakes for retail customers. For wholesale clients, Noisette provides extensive bread and pastry lines including wholemeal, sourdough, rye, spelt, multi-grain, ciabatta, Turkish, brioche, and white bread products in various sizes and formats. The wholesale range also includes parbake (partially baked) products, savory items like Croque Monsieur and Cheese Sticks, full-size pastries (Danishes, croissants, muffins), and mini pastry varieties. The company's offerings are categorized into family product lines for wholesale ordering purposes.

Differentiator

Problem solved

Functional benefit

Products and services

• Celebration Cakes Special occasion cakes for celebrations including chocolate profiterole tarts and other premium French-style desserts, sold to retail customers at Noisette bakery-cafe locations.
• Petit Gateau French-style individual portioned cakes and petit fours sold at retail bakery locations for immediate consumption or takeaway.
• Catering Catering service for events featuring mini desserts and pastry selections, provided to customers organizing private and corporate functions.
• Tea Cakes, Biscuits and Spreads Retail assortment of tea cakes (including lemon tea cake), biscuits, and complementary spreads sold to walk-in retail customers.
• Macarons French-style macarons in various flavors sold to retail customers through the three Melbourne bakery-cafes.
• Croissants Traditional French butter croissants available in full size and mini varieties, supplied to both retail customers and wholesale hospitality clients.
• Sourdough Products Sourdough breads and loaves made with a culture of sourdough, including Bullet Roll, Chia Loaf, Quinoa Loaf, Olive Bread, and Fruit Sourdough in sizes from 500g to 4.5kg, sold wholesale to cafes, restaurants, and caterers.
• Wholesale Bread Range (wholemeal, rye, spelt, multi-grain, ciabatta, Turkish, brioche, white) Broad wholesale bread range covering wholemeal loaves, rye loaves and rolls, spelt loaves, multi-grain loaves and rolls, ciabatta rounds and rolls, Turkish-style breads with sesame and linseed toppings, brioche burger and hot dog rolls, and white breads in various sizes for hospitality customers.
• Pastry Products (Danish, croissants, muffins, Chocolate Torsade) Wholesale Danish pastries and croissants including Almond Croissant, Apricot, Cherry, and Chocolat Pear Danishes, muffins, and Chocolate Torsade supplied to cafes and caterers.
• Savory Products (Croque Monsieur, Cheese Sticks) Savory wholesale bakery items including Croque Monsieur and Cheese Sticks supplied to cafes and catering venues.
• Mini Pastry Products Miniature pastry items including Mini Almond Croissant, Mini Danish varieties, Mini Muffins, Mini Croissant, Mini Escargot, and Mini Pain Au Chocolat supplied wholesale for events, buffets, and hospitality service.
• Bagels Traditional 80g bagels made with water, white flour, salt, improver, yeast, and prefermented dough, supplied to wholesale hospitality customers.
• Parbake Products Partially baked bread products that require finish baking by the customer, available across multiple bread varieties including sourdough, ciabatta, and baguettes for wholesale hospitality use.

Quantifiable outcome

• Won Customer Service awards for 5 consecutive years (2014-2018)
• +1 more outcomes

Named customers3 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

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• The Swiss Bakery: Long-standing Melbourne European-style bakery and cafe. Comparable artisanal heritage bakery operating in the same Melbourne market.
• Sonoma Bakery: Melbourne-based artisan bakery and cafe chain with multiple locations and a wholesale business. Closely comparable to Noisette's handmade, premium-positioned Melbourne retail and wholesale model.
• LuxBite: Melbourne patisserie known for French-style macarons, cakes and pastries. Directly comparable specialty French-style pastry peer operating at the premium end of the same Melbourne market.
• Agathe Patisserie: Australian French-style patisserie chain. Directly comparable as a multi-location patisserie operator serving premium French pastry products similar to Noisette's retail range.
• Brasserie Bread: Australian artisan sourdough and specialty bread brand with strong wholesale into cafes and retailers. Directly comparable to Noisette's wholesale artisan bread business.

Broad incumbents

• Bakers Delight: Australia's largest specialty bakery franchise with hundreds of stores nationwide. Directly comparable as a multi-site bakery retailer but at vastly greater scale and with franchise rather than artisanal positioning.
• Michel's Patisserie: Established Australian patisserie franchise network. Broad incumbent competing in cakes and pastries at greater scale but at lower price points than Noisette.
• Breadtop: Asian-Australian bakery chain with broad retail footprint. Comparable retail bakery peer, though positioned at lower price points with broader Asian-influenced range.

Regional players

• La Pan Bakery: Melbourne-based neighborhood bakery and cafe. Comparable as a single-city Melbourne artisanal bakery competitor, though smaller scale.
• Cobb Lane Bakery: Melbourne-based artisan bakery and cafe. Comparable neighborhood artisanal bakery competing in the same Melbourne food scene.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/noisettebakery
• Facebookfacebook.com/NoisetteBakery

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Noisette