firstSTREET for Boomers & Beyond
firstSTREETonline.com | Helpful and innovative products for seniors and their caregivers..
| Date | Investors | Amount | Round |
|---|---|---|---|
$4.2m | Early VC | ||
| Total Funding | 000k | ||
firstSTREET for Boomers & Beyond operates as a direct-to-consumer marketer of products tailored for the "boomers and beyond" demographic in the United States. The company, originally founded in 1984 and formerly known as TechnoBrands, Inc., is headquartered in Colonial Heights, Virginia. Its business model revolves around multi-channel direct marketing, utilizing advertisements in major American consumer magazines, a monthly catalog distributed to a house file of over 2.5 million customers with an average age of 65, and a significant online presence through its e-commerce site, shopjourney.com.
In May 2021, firstSTREET was acquired by Journey Health & Lifestyle, a company formed through a partnership between private equity firm Peloton Equity and a management team led by Harvey Diamond and Richard Kolodny, the founders of Drive Medical. This acquisition integrated firstSTREET into Journey's broader platform of senior-focused brands, which aims to help seniors live more comfortably and independently. The company's revenue is generated through the sale of a wide array of products focused on mobility, comfort, and safety. The product portfolio includes items such as the Perfect Sleep Chair®, ultralightweight mobility products, and home conversion solutions for aging in place.
The company's marketing strategy is comprehensive, with an advertising spend of under $100 million in digital and print media in the last year. This approach ensures its products are visible to its target audience across multiple formats. In January 2011, the company secured $4.2 million in a venture round from Jefferson Partners, signaling confidence in its growth potential. Leadership includes Mark Gordon as President & CEO, who joined in 2002 and has a background in marketing at Procter & Gamble. In February 2024, Adam Karp, a seasoned executive with experience at companies like Lively Hearing and American Express, was appointed CEO of the parent company, Journey Health & Lifestyle, to guide its next phase of growth. Keywords: direct-to-consumer, senior market, baby boomers, mobility aids, home healthcare, aging-in-place, e-commerce, catalog marketing, consumer products for seniors, direct marketing, Journey Health & Lifestyle, assistive technology, senior lifestyle products, comfort products, safety products, TechnoBrands Inc, consumer electronics for seniors, independent living, home modification, health and wellness for seniors