Fragrance house

premiereavenue

Première Avenue is an independent haute parfumerie established in Grenoble in 1998. The business began as Laurent Mazzone’s first commercial venture, with several Grenoble fashion boutiques focused on designer clothing, before he opened a fragrance-dedicated boutique; his longstanding interest in scent informed the move into haute perfumery. Today, Première Avenue is a Grenoble-based concept store centered on niche perfumes and selective beauty, offering rare perfumes, colognes, scented candles, and high-end skincare. Its selection brings together more than 80 perfume and high-end beauty brands, including independent creators and historic houses, with an emphasis on creativity and authenticity. The business operates under ACTUA COMPAGNY, the active Grenoble-registered legal entity using the Première Avenue trade name.