Graaf Group

What Graaf Group does

Graaf Group is a privately-held, family-owned Australian company founded in 1980 and headquartered in Sydney. It operates as a multi-vertical luxury intermediary across five businesses: property development, luxury fashion retail, hospitality, media, and management consulting. The group serves as a bridge between European luxury houses and the Australian market, providing end-to-end services from heritage property acquisition and transformation through to retail operations, brand consulting, hospitality concepts, and owned digital media. It employs more than 70 staff across Australia and Europe.

The company's core offerings include luxury property development (acquisition, transformation, design concepts, marketing, and tenant introductions) anchored by Sydney trophy assets such as the Trust Building at 155 King Street (sold to Hermès for $105m in 2019), 25 Martin Place (developed in partnership with Dexus alongside Missoni and Brunello Cucinelli boutiques), the Gowings Building at 49 Market Street, and the historic Sheraton Grand Sydney Hyde Park. Its luxury fashion vertical operates through wholly-owned subsidiaries Estro Luxury Designer Outlet (multi-location across Pitt Street, Sheraton Grand, DFO Homebush, Westfield Burwood, Chatswood Chase) and Voi Central Park, alongside flagship stores for European brands. Hospitality venues include URARA, Il Pontile, Giocondo, and The Amalfi Coast Ambience at Woolloomooloo Finger Wharf. The media vertical operates The Outlet Luxury News digital platform, launched in February 2021.

Graaf generates revenue through property transaction and development fees, retail sales of luxury fashion brands, professional consulting and licensing services (financial analysis, payroll, recruitment, HR, staff training), hospitality operations, and digital media. Its go-to-market is enterprise field sales targeting international luxury fashion houses and property owners, supported by PR coverage in Australian Financial Review, Sydney Morning Herald, and Vogue Australia, plus industry events and owned media. The company has no disclosed external funding, no public listing, and no institutional investors, remaining fully founder-controlled under Gennaro Autore.

Name

Graaf Group

Legal name

Graaf Group

Website

https://graafgroup.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

Graaf Group is a family-owned Australian luxury holding company providing property development, luxury fashion retail, hospitality, media, and management consulting services to international luxury brands entering the Australian market. Founded in 1980, it operates 70+ staff across Australia and Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Property Development: Property acquisition, transformation, and sale/lease to luxury tenants. Revenue from development fees, property transactions, and commercial real estate deals.
2. Luxury Fashion Retail: Operation of luxury fashion retail outlets including Estro Luxury Designer Outlet and Voi. Revenue from retail sales of luxury fashion brands.
3. Management Consulting Services: Consulting services including financial analysis, payroll services, recruitment, and HR. Also includes consulting and licenses for hospitality concepts.
4. Media: Digital media platform 'The Outlet' providing luxury lifestyle content and news.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Graaf Group provides end-to-end luxury project services across five verticals: property development (acquisition, transformation, and leasing of premium retail spaces), luxury fashion retail and consulting (wholesale of European designer brands, designer outlets, and brand entry advisory for the Australian market), hospitality concept development and operations, marketing and media services (including owned digital luxury magazine The Outlet Luxury News), and management consulting (financial analysis, payroll, recruitment, HR, hospitality concept licensing).

Product overview

Graaf Group is a family-owned group of companies operating across five core verticals: Property Development, Luxury Fashion, Hospitality, Media, and Management Consulting Services. The company serves as a strategic partner for luxury brands worldwide, developing and managing projects in Australia and Europe. Their Property Development services encompass acquisition, transformation, design concepts, and marketing for luxury retail spaces. Their Luxury Fashion portfolio includes flagship stores for international brands (Hermès, Brunello Cucinelli, Missoni), the Estro Luxury Designer Outlet chain (Pitt Street, Sheraton Grand Sydney), Voi Central Park fashion outlet, and various pop-up projects. The Hospitality division manages venues including URARA, Il Pontile, The Amalfi Coast Ambience, and Giocondo. The Media vertical operates The Outlet Luxury News digital platform launched in February 2021. Management Consulting Services provide financial analysis, payroll, recruitment, and staff training to support these luxury ventures.

Differentiator

Problem solved

Functional benefit

Brands

• Voi Fashion Outlet: Australia's largest designer outlet featuring luxury fashion brands
• Estro Luxury Designer Outlet
• The Outlet Luxury News

Products and services

• Property Development Services Property development services for premium commercial real estate, including property acquisition, property transformation, design concepts, visual presentations and rendering, marketing, and seller/buyer introductions. Targeted at property owners and international luxury brands seeking premium retail spaces.
• Luxury Fashion Services Luxury fashion services including wholesale retail of European luxury fashion brands, retail consultancy, business model development, procurement, marketing strategies, and worldwide sourcing and supply for e-commerce. Serves international luxury fashion brands entering or expanding in Australia.

Quantifiable outcome

• $105m Trust Building sale to Hermès
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered major, core and minor.

• ColliersmajorStrategic or Co-development PartnerReal estate partnership for property services. Colliers is a leading global real estate services and investment management company.
• Knight FrankmajorStrategic or Co-development PartnerReal estate advisory partnership. Knight Frank is a leading independent global property consultancy.
• DexuscoreStrategic or Co-development PartnerMajor partnership for 25 Martin Place development. Dexus is investing $170 million in the Harry Seidler-designed building alongside new luxury boutiques.
• CBREmajorStrategic or Co-development PartnerReal estate services partnership. CBRE is one of the world's largest commercial real estate services firms.
• JLLmajorStrategic or Co-development PartnerReal estate and investment management partnership. JLL is a leading professional services firm specializing in real estate.
• QualitasminorStrategic or Co-development PartnerReal estate investment partner. Qualitas is an Australian real estate investment firm.
• BalmainminorStrategic or Co-development PartnerReal estate partnership. Balmain is an Australian real estate investment trust.
• Stamford CapitalminorStrategic or Co-development PartnerReal estate capital advisory partnership.
• MirvacminorStrategic or Co-development PartnerIntegrated real estate partner. Mirvac is an Australian property developer.
• Italian Chamber of CommercecoreStrategic or Co-development PartnerStrategic partnership bridging Italian and Australian luxury markets. The chamber supports Italian businesses entering Australian market and facilitates partnerships.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Dexus: ASX-listed Australian REIT specialising in office and retail property. Comparable as a partner/co-developer of the 25 Martin Place luxury precinct and a peer in Sydney prime commercial real estate.
• Mirvac: ASX-listed Australian integrated property developer with retail, office, and residential assets. Listed as a strategic partner of Graaf Group and comparable as a major Australian property developer working with premium retail brands.
• Scentre Group: Owner and operator of Westfield-branded shopping centres in Australia and New Zealand, including flagship Sydney CBD assets. Comparable as a major retail property platform where luxury brands locate, and where Graaf operates Estro pop-ups (Westfield Burwood, Chatswood Chase).
• Vicinity Centres: ASX-listed owner/operator of Australian shopping centres. Comparable as a major retail property platform hosting premium and luxury brands in Australian retail destinations.
• Country Road Group: Australian multi-brand fashion and homewares retailer (Country Road, Mimco, Trenery, Politix, Witchery). Comparable to Graaf/Estro as a multi-brand premium fashion retail operator in Australia.

Direct peers

• Paspaley: Australian family-owned luxury pearl jeweller and broader luxury brand operator with high-end retail in Sydney. Comparable as an Australian family-controlled luxury brand operator with premium Sydney retail exposure.
• Cue Clothing Co. Privately-held Australian designer fashion retailer operating boutiques in premium Sydney locations including the CBD. Comparable to Graaf's luxury fashion retail footprint and positioning around premium Sydney real estate.
• Sass & Bide: Australian luxury contemporary fashion label with flagship Sydney CBD retail. Comparable to Graaf's fashion retail and concept development work in Sydney premium locations.
• Oroton Group: ASX-listed Australian luxury accessories and fashion retailer operating multi-brand luxury products. Comparable to Graaf's Estro/Voi retail operations as a domestic multi-brand luxury retail operator in Australia.

Others

• Altagamma Foundation: Italian foundation of luxury goods companies promoting Italian high-end industry globally. Comparable to Graaf's Italian Chamber of Commerce partnership as an institutional bridge between Italian luxury producers and international markets — relevant given Graaf's Italian heritage and brand portfolio.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/graaf-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

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 Graaf Group