What's New is a group of retail stores in Australia specialising in the sale of Gifts, Novelties and Licensed Merchandise, inclusive of AFL Products, Holden, Ford, Jim Beam, and Jack Daniels. We also sell a range of Memorabilia inclusive of  Music, Film and Sporting Legends.

Our product range has enormous breadth and depth of gifts for every occasion. Inclusive to this is Birthday Related Gifts, Hen's Night Product, Fun Adult Product, Wedding, Drinking Product, Lighting and Collectables. There is a gift to be found for almost every occasion.


What's New originally was founded as a tobacconist-barber shop. In 1959 a wholesale operation in Melbourne was launched and expanded which ran for the next 16 years.

It was in 1975 when the gift and cigarette stores began to open. This style of business proved to be a successful combination and during the next decade, the retail sector grew rapidly.

In 1979, "Smokes n' Things" stores commenced. This was a combination of general gift and tobacco products.

The years that followed, saw a shift in the retail sector and the cigarette industry was becoming less desirable in the retail sector which saw an increased focus on gifts and novelties emerged, which defines who and what we are today.

In 1979,the first What's New was opened at Waverley Gardens in Victoria. In 1988 the first interstate store was opened in Townsville, Queensland.

It was in 2010, A team of new ownership emerged and successfully bought the What's New business. Proudly, What's New is owned and managed by What's New Enterprises Pty Ltd. ACN. 14 390 003.  ABN  36 145 390 003.

What's New Enterprises Pty Ltd, has been able to demonstrate a desire to strengthen the brand as we know it today. It is able to demonstrate that we continue to be at the forefront of the gift, novelty industry.


Should you choose to join What's New you will be surrounded by an experienced team of Licensors who are also Licensees. We are locally owned and operated. We are a National Company with a local heart.  

What's New is a fun, dynamic store in which to shop. We pride ourselves in being directly involved with a hands on approach. We strive for excellence in customer service, endeavouring to provide the right gift for that special occasion.

What's New looks to the future with enormous potential. If you would like to know more about What's New then please contact us direct on this website. We are easily contactable should you wish to find out more information regarding retailing opportunities.