For over half a century, ESA has been helping Australians capture life's most important moments, whether it's the smile of a newborn, the colours of an outback sunset, or the thrill of a sporting victory.

What started in 1970 as a single store on Elizabeth Street in Melbourne has grown into a national destination for photographers and creators of all levels. While the cameras have evolved from film to digital, from 8K cinema rigs to AI-powered autofocus, the ESA experience has stayed the same: expert advice, the latest gear, and service you can trust.

55 years on, we're proud to still be the place where Australia shops for cameras, camera accessories, photo printing and where customers know they'll be Whether you're printing at home or in-store, our complete guide to photo printing in Australia covers all your options. welcomed with knowledge, passion, and a genuine love for photography.

From 1970 to Today: ESA' 55-Year Story

• 1970 — Ted opens the first store at 239 Elizabeth Street, Melbourne.
• 1981 — Sony releases the first filmless electronic camera.
• 1982 — Two key members, Silvano and Sue, join the ESA team. They both still work at ESA today — Silvano at the Melbourne store and Sue in the insurance department. Speaking of insurance — here's everything you need to know about insuring your camera gear in Australia.
• 1983 — Sony launches the first handheld video camera.
• 1984 — Frank joins the ESA family. He can still be found today working at the Fountain Gate ESA Store.
• 1986 — Kodak scientists invent the world's first megapixel sensor Curious how megapixels actually affect your photos? the truth about megapixels might surprise you. (1.4 million pixels).
• 1990 — Jason from our Adelaide store joins the ESA team.
• 1991 — Kodak and Nikon launch the first digital SLR.
• 1994 — First consumer digital camera released; Compact Flash memory card introduced.

• 1995 — Bruce from the Brisbane store joins the ESA ranks.
• 1996 — First consumer camera with an LCD screen on the back.
• 1999 — First digital SLR designed and manufactured by a single camera company released.
• 2003 — Digital camera sales exceed film camera sales for the first time.
• 2004 — Kodak ceases production of film cameras.
• 2009 — ESA installs environmentally friendly HP printers & kiosks in all stores.
• 2009 — Canon 5D Mark II launches the DSLR video revolution.
• 2011 — Subject eye autofocus introduced.
• 2012 — Mirrorless cameras become mainstream. Want to understand what makes mirrorless tick? our complete guide to how mirrorless cameras work breaks it all down.
• 2014 — Introduction of 6K and 8K sensors.
• 2018 — Full-frame digital cinema cameras become standard.
• 2020 — Development of virtual production cameras with real-time VFX integration.
• 2020 — Introduction of 12K sensors.
• 2022 — AI autofocus systems become standard in many cameras.
• 2023 — ESA opens its first store in Western Australia.
• 2024 — Long-serving ESA staff member, Dot, retires after over 43 years of dedicated service.
• 2025 — ESA celebrates 55 years of expert knowledge and service.

Here's to the Next Chapter

55 years is a long time in business, but for us, it's just the beginning. We'll keep bringing you the best gear, the best advice, and the best service — just as Ted promised back in 1970.

To all our customers, from those who remember buying their first film roll at ESA to those unboxing their first mirrorless camera today, thank you for being part of our story. Here's to the next 55 years of capturing moments, making memories, and sharing the joy of photography.

Want to keep up on the latest ESA news and photographic gear roundups, such as the best cameras for vlogging? Keep one eye on ESA Photography Blog.

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