First Avenue
First Avenue is a privately held Western Australian lifestyle retailer operating three boutiques in Kalamunda Central Shopping Centre and an e-commerce store, selling fashion, fragrance, jewelry, kitchenware, and home décor to individual consumers.
- Company typePrivate
- Founded1992
- HeadquartersKalamunda, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What First Avenue does
First Avenue (legal name: First Avenue Gift Home and Kitchenware) is a privately held lifestyle retail business established in 1992 in Kalamunda, Western Australia. The company operates three specialty boutiques within the Kalamunda Central Shopping Centre in the Perth Hills: a Fashion & Fragrance Boutique offering jewelry, clothing, bags, shoes, candles, diffusers, perfume, and accessories; a Kitchen Boutique offering cookware, crockery, cutlery, kitchen gadgets, and tableware from brands including Le Creuset, Scanpan, Frank Green, Emma Bridgewater, and Dreamfarm; and a Gift & Home Boutique offering ornaments, figurines, cushions, rugs, occasional furniture, lamps, and wall prints. First Avenue also runs a Shopify-based e-commerce store at firstavenue.net.au shipping Australia-wide and internationally via Australia Post, with in-store pickup within 24 hours. The customer base is comprised of individual consumers across four use-case segments: gift shoppers, home décor enthusiasts, kitchen/gourmet enthusiasts, and fashion/beauty consumers, with no disclosed enterprise or B2B accounts.
The business generates revenue through one-time retail transactions across physical and online channels. Pricing is denominated in Australian Dollars with GST included, and the company sells handwritten embossed Gift Vouchers at approximately 28–29% below face value across $50, $100, $150, $250, and $500 denominations. Customer acquisition relies on organic social media (Instagram @firstavenue_kalamunda, Facebook), email newsletter sign-ups offering early sale access, and a VIP loyalty program where customers accumulating $200+ in monthly purchases gain entry into a monthly $500 reward voucher draw. The company employs approximately 16 people, operates with no disclosed external funding or institutional ownership, holds no patents, and has no public API, partnerships, or AI/technology capabilities referenced in available source material.
First Avenue firmographics
Firmographics- Name
- First Avenue
- Legal name
- First Avenue Gift Home and Kitchenware
- Website
- https://firstavenue.net.au
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- First Avenue is a privately held Western Australian lifestyle retailer operating three boutiques in Kalamunda Central Shopping Centre and an e-commerce store, selling fashion, fragrance, jewelry, kitchenware, and home décor to individual consumers.
- Ownership category
- akta.pro rank
First Avenue industry classification
Industry- Product category
- Lifestyle Gift and Home Retail
- NAICS
- Gift, Novelty, and Souvenir Retailers (45942), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Jewelry, Luggage, and Leather Goods Retailers (4583)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Home Fragrance, Candles & Small Giftables Retail (CRALAJAN)
- akta.pro secondary industry
- Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)
Keywords
Where First Avenue is headquartered
LocationHeadquarters
- HQ city
- Kalamunda
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
First Avenue business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Retail Sales - Physical Stores: In-store sales across three lifestyle boutiques offering fashion, fragrance, jewelry, home décor, and kitchenware products. Customers can purchase in person and receive complimentary gift wrapping.
- E-commerce Sales: Online sales through firstavenue.net.au with Australia Post shipping Australia-wide and internationally. Orders over $100 receive complimentary express shipping.
- Gift Vouchers: Sale of gift vouchers in denominations of $50, $100, $150, $250, and $500. Individual handwritten embossed Gift Vouchers are redeemable in all stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Gift Voucher - $50 denomination |
| Unit Pricing | One time/ perpetual license | Gift Voucher - $100 denomination |
| Unit Pricing | One time/ perpetual license | Gift Voucher - $150 denomination |
| Unit Pricing | One time/ perpetual license | Gift Voucher - $250 denomination |
| Unit Pricing | One time/ perpetual license | Gift Voucher - $500 denomination |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
First Avenue product offering
Product offeringCore offering
First Avenue operates three lifestyle boutiques within Kalamunda Central Shopping Centre in Western Australia — a Fashion & Fragrance Boutique (jewellery, clothing, bags, shoes, candles, diffusers, perfume), a Kitchen Boutique (cookware, crockery, cutlery, kitchen gadgets, tableware), and a Gift & Home Boutique (gifts, home décor, ornaments, lamps, occasional furniture). The retail operation is complemented by an e-commerce website shipping Australia-wide and internationally, branded gift vouchers redeemable across all stores, and a VIP loyalty program.
Product overview
First Avenue operates as a three-boutique lifestyle retail emporium in Kalamunda, Perth, Western Australia. The business encompasses the Fashion & Fragrance Boutique (jewellery, clothing, bags, shoes, accessories, candles, diffusers, perfume), the Kitchen Boutique (cookware, crockery, cutlery, kitchen gadgets, tableware), and the Gift & Home Boutique (home décor, gifts, ornaments, furniture, Manchester). The company also sells Gift Vouchers redeemable across all three stores. Established in 1992, the retail operation provides an in-person browsing experience complemented by an e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Gift Vouchers Individual handwritten embossed Gift Vouchers sold at a discount to face value and redeemable across all three First Avenue stores (Fashion & Fragrance Boutique, Kitchen Boutique, and Gift & Home Boutique). Available in $50, $100, $150, $250, and $500 denominations, intended for gifting to consumers who shop at First Avenue.
- Fashion & Fragrance Boutique Retail boutique located at Shop 17, Kalamunda Central Shopping Centre, Railway Road, offering an ever-changing range of jewellery, fashion clothing, bags, shoes, accessories, candles, diffusers, perfume, and body fragrance products. Intended for fashion-forward individual shoppers seeking premium brands including Thomas Sabo, Najo, Sybella, Mimco, Country Road, Desigual, and L'Occitane.
- Kitchen Boutique Retail kitchenware emporium located at Shop 15, Kalamunda Central Shopping Centre, offering cookware, crockery, cutlery, kitchen gadgets, tableware, and kitchen linens for home cooks and kitchen enthusiasts. Brands include Scanpan, Le Creuset, Dreamfarm, Frank Green, Country Road, and Emma Bridgewater.
- Gift & Home Boutique Retail boutique located at Shop 22, Kalamunda Central Shopping Centre, offering gifts and home furnishings including ornaments, figurines, cushions, rugs, throws, tableware, small occasional furniture, clocks, and wall prints. Intended for home décor enthusiasts and gift shoppers seeking distinctive home accessories.
- First Avenue E-commerce Store Online retail storefront for individual consumers in Australia and internationally, offering the same gift, fashion, fragrance, kitchenware, and home décor assortment as the physical boutiques, with Australia Post shipping options and 24-hour in-store pickup.
Quantifiable outcome
- VIP status achieved after $200 accumulated purchases within one month, eligible for monthly $500 reward voucher draws
Companies that use First Avenue
Customer profileSegments4 records
Ideal customer profiles4 records
First Avenue technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
First Avenue partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
First Avenue competitors and assessment
Company assessmentDirect peers
- Adairs: Listed Australian specialty retailer of home furnishings, Manchester, and home décor with adjacent fashion and gift categories. Comparable to First Avenue in home-décor-led assortment, gifting use case, and Australian specialty store model.
- Williams Sonoma: Premium global kitchenware and home entertaining retailer (with Australian operations). Directly comparable to First Avenue's Kitchen Boutique for premium cookware, tableware, and gourmet gift positioning.
- Dusk: Australian specialty retailer focused on candles, home fragrance, and giftable home accessories. Directly comparable to First Avenue's fragrance/candle/diffuser offering and the small-giftables gift-purchase use case.
- Temple & Webster: Leading Australian online retailer of furniture, homewares, and giftable décor. Comparable to First Avenue's online channel and home/gift assortment, representing the digital-native competitive benchmark for category e-commerce.
- Bed Bath N' Table: Australian specialty retailer of homeware, kitchenware, and giftable home décor across a national store network. Directly comparable to First Avenue's Gift & Home and Kitchen boutiques in category mix, gift-led positioning, and Australian mid-market customer base.
Broad incumbents
- Country Road: Premium Australian fashion, home, and gift retailer (part of the South African Woolworths Holdings group). Directly overlaps with First Avenue's fashion/home assortment and shares the same premium-brand customer.
- The Reject Shop: Australian discount variety retailer stocking gifts, homewares, kitchenware, and seasonal merchandise. Comparable in assortment breadth and gift-purchase use case, though at a lower price point and broader discount positioning.
- David Jones: Iconic Australian luxury department store carrying fashion, jewelry, fragrance, home, and kitchenware. Overlaps substantially with all three First Avenue boutiques but at national scale and broader category breadth.
- Myer: National Australian department store chain covering fashion, beauty, fragrance, home, and gift categories. A broad incumbent competitor to First Avenue's multi-category gift, fashion, and home assortment.
Emerging players
- Hardtofind: Australian online marketplace and curator of unique gifts, homewares, and lifestyle products. Comparable to First Avenue's e-commerce channel and curated gift positioning, though with no physical retail.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
First Avenue social profiles
Digital presenceFirst Avenue financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Avenue leadership team
Management profileNumber of profiles
Profiles1 record
First Avenue funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Avenue 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 First Avenue
What does First Avenue do?
First Avenue operates three lifestyle boutiques within Kalamunda Central Shopping Centre in Western Australia — a Fashion & Fragrance Boutique (jewellery, clothing, bags, shoes, candles, diffusers, perfume), a Kitchen Boutique (cookware, crockery, cutlery, kitchen gadgets, tableware), and a Gift & Home Boutique (gifts, home décor, ornaments, lamps, occasional furniture). The retail operation is complemented by an e-commerce website shipping Australia-wide and internationally, branded gift vouchers redeemable across all stores, and a VIP loyalty program.
Is First Avenue a public or private company?
First Avenue is a private company. It is classified as family owned and is currently operating.
When was First Avenue founded?
First Avenue was founded in 1992. It employs 11 to 50 people.
Where is First Avenue based?
First Avenue is headquartered in Kalamunda, Australia, in the Oceania region.
How does First Avenue make money?
Three revenue lines are on record. Retail Sales - Physical Stores are the primary driver. The others are E-commerce Sales and gift Vouchers.
Who are First Avenue's main competitors?
Direct peers on record are Adairs, Williams Sonoma, Dusk, Temple & Webster and Bed Bath N' Table. Broad incumbents are Country Road, The Reject Shop, David Jones and Myer. Hardtofind is listed as an emerging player.
Does First Avenue have an API?
No public API is recorded for First Avenue.
What industry is First Avenue in?
First Avenue's product category is Lifestyle Gift and Home Retail. Its primary akta.pro industry code is CRALAJAN, Home Fragrance, Candles & Small Giftables Retail, with a secondary code of CRALAJAD, Seasonal & Holiday Gifts & Decor Retail. Its NAICS code is 45942 and its SIC code is 5940.