Up Property
Up Property is a privately held Australian property developer that specialises in adaptive reuse of industrial and heritage sites, operating across Melbourne and Geelong with a $622M project portfolio spanning Morris Moor, Arc Living townhouses and commercial assets.
- Company typePrivate
- Founded2011
- HeadquartersArmadale, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Up Property does
Up Property is a privately held Australian property development, ownership and management company founded operationally in 2004 and registered as Up Property Pty Ltd (ACN 149 641 145) in 2011, headquartered in Armadale, Victoria. The company specialises in adaptive reuse of industrial and heritage buildings, most notably the $200 million Morris Moor precinct in Moorabbin — a 6.2-hectare regeneration of the former Phillip Morris cigarette factory into 51,380sqm of commercial, hospitality, retail and creative workspace across eight buildings, with a 245kW rooftop solar array and a 5-star NABERS energy target. The group operates through related entities including Arc Residences Pty Ltd, Arc Townhomes Pty Ltd and Morris Moor Pty Ltd, with sub-brands Arc Living (residential townhouses; 198 delivered, 491 in pipeline across 11 communities) and Morris Moor (mixed-use precinct).
The business generates revenue through three primary streams: recurring commercial rental income from 153,505sqm of leased floor area (multi-year to 12-year leases across office, retail, hospitality and industrial tenants); residential townhouse sales via the Arc by Up Property brand targeting first homebuyers and investors; and capital gains from the repositioning of off-market acquired sites (e.g. 164-172 Malop St for $8M, 50 Queen St Melbourne for ~$45M). GTM combines relationship-driven off-market deal sourcing via trusted local agents (Gartland Property) with pre-committed anchor tenant leasing (Barwon Health, Stomping Ground, Funlab, New Balance, APT) and direct-to-consumer marketing of Arc residences through a dedicated brand site. Total project end value across the portfolio is $622.54 million spanning 414,430sqm of land purchased, with strategic banking relationships (Bendigo Bank, Commonwealth Bank of Australia) underwriting key precincts.
Up Property firmographics
Firmographics- Name
- Up Property
- Legal name
- Up Property Pty Ltd
- Website
- https://upproperty.com.au
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Up Property is a privately held Australian property developer that specialises in adaptive reuse of industrial and heritage sites, operating across Melbourne and Geelong with a $622M project portfolio spanning Morris Moor, Arc Living townhouses and commercial assets.
- Ownership category
- akta.pro rank
Up Property industry classification
Industry- Product category
- Commercial Real Estate Development
- NAICS
- Real Estate Property Managers (53131), Lessors of Nonresidential Buildings (except Miniwarehouses) (53112), Nonresidential Property Managers (531312), Lessors of Real Estate (5311)
- SIC
- Land Subdividers & Developers (No Cemeteries) (6552), Real Estate Dealers (For Their Own Account) (6532), Real Estate Operators (No Developers) & Lessors (6510), Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Residential Land Development & Subdivision Homebuilding (Build-to-Sell Communities) (IMAFABAL)
- akta.pro secondary industries
- Master-Planned Community & POA Management (BPAJAHAD), Residential Real Estate Asset Management (BPAJAMAA)
Keywords
Where Up Property is headquartered
LocationHeadquarters
- HQ city
- Armadale
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
Up Property business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Commercial leasing and rental income: Recurring rental income from office, retail, hospitality and industrial tenants across owned commercial assets (e.g., Morris Moor precinct with 51,380sqm of lettable space; 181 Moorabool; High Street, Belmont). Tenants sign leases ranging from multi-year commercial arrangements to 10-year leases (e.g., Stomping Ground).
- Residential townhouse sales (Arc Living): Sale of architect-designed townhouse and terrace residences to first homebuyers and investors via the Arc by Up Property brand. 198 residences delivered to date, with 491 in the development pipeline across 11 communities; portfolio end value of $622.54 million across all Up projects.
- Asset repositioning and capital gains on owned assets: Acquiring sites with hidden potential (often below-market), repositioning them via refurbishment, rezoning or redevelopment, and realising capital appreciation through sale or long-term hold. Examples: 164-172 Malop Street acquired for $8M; 6 High Street Bayswater purchased off-market with two long-term leases in place as a cash-flowing land bank.
- Property management and asset management services: Ongoing hands-on property management for owned and tenanted assets, treating tenants as valued partners and providing personalised service to amplify tenant success; integrated with Up's broader asset management capability.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Commercial office and retail leasing — quoted on application via leasing agents |
| Unit Pricing | — | Residential townhouse sales (Arc Living) — not publicly listed |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels9 records
Up Property product offering
Product offeringCore offering
Up Property develops, manages and owns commercial, industrial and residential real estate across metropolitan Melbourne and the Geelong region in Victoria, Australia. The company acquires under-utilised or heritage sites — frequently off-market through relationships with local agents such as Gartland Property — and repositions them through adaptive reuse, rezoning and design-led redevelopment into mixed-use precincts, premium office buildings, and Arc Living architect-designed townhouse communities. It then retains and operates these assets long-term, delivering integrated asset and property management services to commercial and residential stakeholders.
Product overview
Up Property is a vertically integrated Australian property development platform (not a SaaS product) operating across Melbourne and Geelong. Its core offering — the 'Up Property' brand — covers acquisition, design, delivery, asset management and property management of commercial, industrial and residential assets, anchored by the flagship Morris Moor mixed-use precinct in Moorabbin. Layered on top is the 'Arc Living' (Arc by Up Property) sub-brand, the residential townhome division with 198 residences delivered and 491 in pipeline across 11 communities (including Arc Stapley, Arc Taylor, Arc Hazel, Arc Chappell). The portfolio is complemented by named individual development projects — High Street (Belmont), The Banks (Lovely Banks), Oxford Street (The Oxford), 181 Moorabool (Geelong CBD), 50 Queen St (Melbourne), 836 Mountain Hwy (Bayswater), 8 Llaneast Street (Armadale), Bigfoot (West Footscray), Lume (Geelong masterplan), Percy Street, Ricketts Road, Gladstone Road and Corio Street — which function as the platform's discrete project modules unified under Up Property's end-to-end development lifecycle.
Differentiator
Problem solved
Functional benefit
Brands
- Arc Living (Arc.): A residential division of Up Property that develops considered, architecturally designed townhomes (e.g., Arc Stapley, Arc Hazel, Arc Taylor, Arc Chappell, Arc Hazel No. 5). 198 residences delivered and 491 in the development pipeline across 11 new communities.
- Morris Moor
Quantifiable outcome
- $622,540,000 total project end value across portfolio
- +6 more outcomes
Companies that use Up Property
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles4 records
Up Property technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Up Property partnerships and signals
Strategic signalScale indicators21 records
Recent moves6 records
Expansion highlights4 records
Up Property competitors and assessment
Company assessmentBroad incumbents
- Mirvac: ASX-listed Australian property group with integrated commercial office, retail, residential and mixed-use development pipelines. Directly comparable as a vertically integrated Australian developer-investor with similar precinct and build-to-rent ambitions.
- Grocon: Australian privately held property developer with a heritage of large-scale mixed-use, residential and commercial projects in Melbourne. Comparable for Melbourne-centric mixed-use development expertise, though recently in restructuring.
- DEXUS: ASX-listed Australian real estate group focused on office, industrial and retail property investment and development. Comparable for the commercial asset ownership and leasing playbook applied at Morris Moor, though at significantly larger scale.
- Charter Hall: ASX-listed Australian commercial property fund manager and developer with office, industrial and retail portfolios. Comparable for the institutional-grade commercial leasing and asset management capability Up deploys at Morris Moor and 181 Moorabool.
- Stockland: ASX-listed Australia's largest residential developer with commercial and retirement living portfolios. Comparable for townhouse and master-planned community development at scale, though broader and less focused on adaptive reuse.
- Lendlease: ASX-listed Australian multinational with extensive mixed-use urban regeneration, residential development and asset management arms. Comparable as a broad incumbent developer operating across commercial, residential and precinct-scale projects with adaptive reuse capability.
Direct peers
- Riverlee: Privately held Melbourne-based property developer with a focus on mixed-use precincts, residential apartments and urban regeneration. Comparable as a Melbourne-focused mid-market developer pursuing similar adaptive reuse and mixed-use opportunities in Victoria.
- Hickory Group: Privately held Australian construction and property development group with residential, commercial and build-to-rent exposure. Comparable as a mid-market vertically integrated developer-investor with similar scale and metropolitan focus.
- MAB Corporation: Privately held Melbourne-based property developer focused on mixed-use precincts, residential towers and commercial developments. Closest direct peer in scale and geography, with a similar strategy of acquiring underutilised sites for repositioning in Melbourne's middle-ring suburbs.
Emerging players
- Assemble (Capella Capital): Australian emerging property platform with a focus on build-to-rent, mixed-use and urban infill projects. Comparable as an emerging adaptive-reuse and precinct-style developer targeting similar middle-ring Melbourne opportunities at a comparable scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Up Property social profiles
Digital presenceUp Property compliance and trust
Trust signalCompliance3 records
Up Property financial estimates
Financial estimateRevenue estimate
Valuation estimate
Up Property leadership team
Management profileNumber of profiles
Profiles4 records
Up Property subsidiaries and ownership
Company hierarchySubsidiaries3 records
Up Property funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Up Property M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Up Property
What does Up Property do?
Up Property develops, manages and owns commercial, industrial and residential real estate across metropolitan Melbourne and the Geelong region in Victoria, Australia. The company acquires under-utilised or heritage sites — frequently off-market through relationships with local agents such as Gartland Property — and repositions them through adaptive reuse, rezoning and design-led redevelopment into mixed-use precincts, premium office buildings, and Arc Living architect-designed townhouse communities. It then retains and operates these assets long-term, delivering integrated asset and property management services to commercial and residential stakeholders.
Is Up Property a public or private company?
Up Property is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Up Property founded?
Up Property was founded in 2011. It employs 11 to 50 people.
Where is Up Property based?
Up Property is headquartered in Armadale, Australia, in the Oceania region.
How does Up Property make money?
Four revenue lines are on record. Commercial leasing and rental income is the primary driver. The others are residential townhouse sales (Arc Living), asset repositioning and capital gains on owned assets and property management and asset management services.
Who are Up Property's main competitors?
Broad incumbents on record are Mirvac, Grocon, DEXUS, Charter Hall, Stockland and Lendlease. Direct peers are Riverlee, Hickory Group and MAB Corporation. Assemble (Capella Capital) is listed as an emerging player.
Does Up Property have an API?
No public API is recorded for Up Property.
What industry is Up Property in?
Up Property's product category is Commercial Real Estate Development. Its primary akta.pro industry code is IMAFABAL, Residential Land Development & Subdivision Homebuilding (Build-to-Sell Communities), with a secondary code of BPAJAHAD, Master-Planned Community & POA Management. Its NAICS code is 53131 and its SIC code is 6552.