Peddlethorp
Peddlethorp is a privately held New Zealand architecture studio founded in 1968, delivering landmark commercial, residential, healthcare, civic, and senior living projects from studios in Auckland and Christchurch for enterprise developers and government clients across New Zealand.
- Company typePrivate
- Founded1968
- HeadquartersAuckland, New Zealand
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Peddlethorp does
Peddlethorp is a privately held New Zealand architecture and design studio founded in 1968, operating studios in Auckland (Tāmaki Makaurau) and Christchurch (Ōtautahi) with a third of its 58+ year history focused on landmark commercial, residential, civic, healthcare, hospitality, and senior living projects. The firm's core offering is professional architectural services, delivered through a research-based methodology called 'Design By Research' that combines site context, end-user research, and technical expertise to produce design outcomes for private developers and government clients. Its work is supported by an internal Māori Research Unit (Rangahau ki mua) and a sustainability framework (Kaitiakitanga) addressing people, place, and energy priorities. Notable outputs include Seascape (NZ's tallest residential tower at 187m), the Vero Centre, Metropolis, the Auckland Museum courtyard enclosure, 21 Queen Street (NZ's first 5 Green Star 'as-built' building), and Bader Ventura (Australasia's first Passive House public housing).
Peddlethorp's technology stack centres on Building Information Modeling via Autodesk Revit, with a deliberate absence of 'house style' allowing bespoke designs per project. In September 2024 the firm extended into software with Room to Rūma, a paid subscription add-in for Autodesk Revit that translates English room names into Te Reo Māori, developed in partnership with Te Taura Whiri i te Reo Māori (the Māori Language Commission) and distributed globally via the Massif App Store at $1/seat/month or $10/seat/year. Revenue is generated primarily through project-based professional service fees for master planning, architectural design, interior design, and documentation, with a small and immaterial recurring subscription stream from Room to Rūma that is positioned to fund AEC industry student education. Go-to-market relies on direct enterprise relationships, competitive tenders, referrals, and an award-winning portfolio rather than outbound sales motion.
The practice is led by three Directors: Richard Goldie (since 2000, principal architect of the Design By Research approach), Bradley Luke (since 2011, multi-unit housing and tall buildings lead), and Manuel Diaz (since 2020, complex technically demanding projects across NZ and PNG), supported by Associate Directors and Senior Associates. Peddlethorp is independently owned with no disclosed external investment, no parent company, and no public listing, and has accumulated an extensive awards record across NZIA, Property Council New Zealand, and Best Design Awards.
Peddlethorp firmographics
Firmographics- Name
- Peddlethorp
- Legal name
- Peddlethorp
- Website
- https://peddlethorp.co.nz
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Peddlethorp is a privately held New Zealand architecture studio founded in 1968, delivering landmark commercial, residential, healthcare, civic, and senior living projects from studios in Auckland and Christchurch for enterprise developers and government clients across New Zealand.
- Ownership category
- akta.pro rank
Where Peddlethorp is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Peddlethorp business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Architecture and Design Services: Professional architecture and design services for commercial, residential, civic, healthcare, hospitality, and senior living projects throughout New Zealand. Revenue is generated through project-based fees for master planning, architectural design, interior design, and documentation services.
- Room to Rūma Software License: Paid subscription add-in for Autodesk Revit distributed through Massif App Store. Revenue supports the tool's continued development and funds education for deserving students in the AEC industry.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Trial - Free limited access |
| Per seat | Monthly | Per Seat Monthly Subscription |
| Per seat | Annual | Per Seat Annual Subscription |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Peddlethorp product offering
Product offeringCore offering
Peddlethorp provides professional architecture and design services across commercial, residential, civic, healthcare, hospitality, and senior living sectors in New Zealand. Services include master planning, architectural design, interior design, and contract documentation delivered under a 'Design By Research' methodology. In addition, the firm developed and sells Room to Rūma, a paid subscription add-in for Autodesk Revit that translates English room names into Te Reo Māori.
Product overview
Peddlethorp is primarily an architecture and design studio offering architectural services across commercial, residential, civic, healthcare, hospitality, and senior living sectors. Their sole named software product is Room to Rūma, an Autodesk Revit add-in that translates room name tags from English to Te Reo Māori. This tool is distributed via the Massif App Store and is used by AEC professionals for bilingual building design. The company's core business remains architectural design services, with Room to Rūma representing an innovative software extension developed in-house.
Differentiator
Problem solved
Functional benefit
Brands
- Room to Rūma: A Māori language translation add-in for Autodesk REVIT developed by Peddlethorp in association with Te Taura Whiri i te Reo Māori (the Māori Language Commission). The tool translates English room names on architectural plans into Te Reo Māori for bilingual design.
Products and services
- Architectural Design Services
- Master Planning Services
- Interior Design Services
- Room to Rūma
Quantifiable outcome
- First in New Zealand to achieve 5 Green Star 'as-built' rating (21 Queen Street)
- +6 more outcomes
Companies that use Peddlethorp
Customer profileNamed customers25 records
Segments5 records
Ideal customer profiles5 records
Peddlethorp technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Peddlethorp partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and major.
- Cooper and CompanycorePeddlethorp partnered with Cooper and Company to deliver the Hayman Kronfeld Building - a heritage refurbishment project in Auckland's Britomart precinct. This was a major commercial development involving the sensitive amalgamation of two heritage-listed warehouses into Grade A office accommodation.
- Woods BagotcorePeddlethorp has an ongoing successful partnership with Woods Bagot on major projects including 3 Te Kehu Way (Sylvia Park) and 65 Federal Street. Woods Bagot provides concept design collaboration while Peddlethorp develops the design and oversees construction.
- Te Taura Whiri i te Reo Māori (Māori Language Commission)corePeddlethorp developed the Room to Rūma add-in in association with the Māori Language Commission. The Commission provided expertise and validation for the te reo Māori translations used in the software, supporting the normalisation and revitalisation of the language in the AEC industry.
- Zeawii LtdcorePeddlethorp engaged Zeawii Ltd, a New Zealand-based software house with extensive AEC BIM application expertise, to develop and build the Room to Rūma add-in for Autodesk Revit.
- CADPRO SystemscoreCADPRO Systems, an Autodesk Platinum Partner, developed the Massif App Store through which Room to Rūma is distributed. Massif handles licensing, delivery, and updates of the software.
- EsquissemajorSydney-based practice Esquisse created concept designs for multiple Peddlethorp projects including 222 High Street (Christchurch) and The ANZ Centre. Peddlethorp developed the design and observed construction to completion.
- PattersonsmajorPattersons provided concept design for St Marks project in Remuera, Auckland. Peddlethorp developed the technical resolution and delivered the project through to construction.
- Noel Lane ArchitectsmajorPeddlethorp worked with Noel Lane Architects on the Auckland Museum courtyard enclosure project and the Vero Centre lobby design. Noel Lane provided heritage architecture expertise.
- Salmond ReedmajorPeddlethorp worked with Salmond Reed, Heritage Architects on the Auckland Museum project, combining expertise for the heritage-sensitive courtyard enclosure.
- Geyer (Melbourne)majorPeddlethorp worked with Geyer from Melbourne for the Simpson Grierson fitout at Lumley Centre, providing integrated interior design services.
- Johnson Pilton WalkercorePeddlethorp partnered with Australian architects Johnson Pilton Walker on the Westpac and EY Building at Britomart. Peddlethorp developed the design and detailing, and carried the project through construction.
- Te Ākitai WaiohuacorePeddlethorp collaborated closely with mana whenua, Te Ākitai Waiohua, on the Transport Hub project. Guided by Associate Director Derek Kawiti, cultural research informed the project's narrative and design principles embedding meaningful te ao Māori concepts.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Peddlethorp competitors and assessment
Company assessmentDirect peers
- BVN: Australian architecture practice with experience across civic, education, residential, and workplace projects. Comparable in sector breadth and design-led mid-sized firm positioning.
- HASSELL: International design practice with Australian and NZ studios working across architecture, interiors, and urban design. Comparable in trans-Tasman operating model, sector breadth, and design-driven positioning.
- Warren and Mahoney: New Zealand's largest architecture practice, founded 1955, with offices across NZ and Australia. Directly comparable to Peddlethorp in sector breadth (commercial, residential, healthcare, civic), landmark NZ project portfolio, and partner-led ownership model.
- Bates Smart: Australian architecture firm with a 170+ year heritage delivering landmark commercial, residential, healthcare, and adaptive reuse projects. Comparable in heritage adaptive reuse depth (similar to Peddlethorp's Hayman Kronfeld work) and senior living/healthcare specialism.
- Athfield Architects: Wellington-based NZ architecture firm with a comparable focus on residential, public, and heritage projects. Similar size and award-winning portfolio, making it a natural peer for Peddlethorp's NZ practice.
- Architectus: Architecture and urban design practice with NZ and Australian studios, working across commercial, residential, healthcare, and civic sectors. Comparable in sector breadth and project scale to Peddlethorp.
Broad incumbents
- Populous: Global architecture firm specializing in sports and convention venues (e.g., stadium work similar to Peddlethorp's Sir John Guise Stadium in PNG and Waikato Stadium). Comparable for sports/venue project type rather than direct competition.
- Gensler: Global architecture and design firm operating across workplace, commercial, healthcare, and civic sectors. Comparable as a broad incumbent benchmark for the type of large-scale commercial and mixed-use work Peddlethorp delivers.
Others
- Woods Bagot: Global architecture firm and recurring Peddlethorp concept design partner on 3 Te Kehu Way and 65 Federal Street. Comparable as a benchmark for international architecture practice and partner ecosystem, though primarily a partner rather than direct competitor in NZ.
- Pattersons: Australian architecture firm that provided concept design for Peddlethorp's St Marks project. Comparable as an APAC architecture peer and recurring partner, rather than a head-to-head competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Peddlethorp social profiles
Digital presencePeddlethorp compliance and trust
Trust signalCompliance2 records
Peddlethorp financial estimates
Financial estimateRevenue estimate
Valuation estimate
Peddlethorp leadership team
Management profileNumber of profiles
Profiles7 records
Peddlethorp funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Peddlethorp 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 Peddlethorp
What does Peddlethorp do?
Peddlethorp provides professional architecture and design services across commercial, residential, civic, healthcare, hospitality, and senior living sectors in New Zealand. Services include master planning, architectural design, interior design, and contract documentation delivered under a 'Design By Research' methodology. In addition, the firm developed and sells Room to Rūma, a paid subscription add-in for Autodesk Revit that translates English room names into Te Reo Māori.
Is Peddlethorp a public or private company?
Peddlethorp is a private company. It is classified as management employee owned and is currently operating.
When was Peddlethorp founded?
Peddlethorp was founded in 1968. It employs 101 to 250 people.
Where is Peddlethorp based?
Peddlethorp is headquartered in Auckland, New Zealand, in the Oceania region.
How does Peddlethorp make money?
Two revenue lines are on record. Architecture and Design Services are the primary driver. The others are room to Rūma Software License.
Who are Peddlethorp's main competitors?
Direct peers on record are BVN, HASSELL, Warren and Mahoney, Bates Smart, Athfield Architects and Architectus. Broad incumbents are Populous and Gensler. Others are Woods Bagot and Pattersons.
Does Peddlethorp have an API?
No public API is recorded for Peddlethorp.