Woodpecker
Woodpecker Group AG is a Swiss family-owned distributor founded in 1835, supplying wood, facade, flooring, door, acoustic, and construction materials from six branches and the Woodpeckershop e-commerce platform to carpenters, architects, and private builders across Switzerland.
- Company typePrivate
- Founded1835
- HeadquartersFrauenfeld, Switzerland
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Woodpecker does
Woodpecker Group AG is a Swiss family-owned specialist distributor of wood and construction materials founded in 1835, headquartered in Bremgarten and operating from six locations across Switzerland (Frauenfeld, Landquart, Reiden, Schlieren, Bremgarten, and Pratteln) with over 180 employees. The company supplies solid wood panels, engineered wood, facade systems (including the proprietary Dura Patina pre-weathered Swiss silver fir line and Rockpanel volcanic basalt plates), flooring (parquet, vinyl, laminate), interior and exterior doors from multiple OEMs (Kneer, Rubner, Herholz, LEBO, JELD-WEN, DANA, Hörmann, Rhino), acoustic solutions (aPerf, SonoPerf, WeavePerf), dry-construction materials (Knauf, fermacell/James Hardie), and outdoor products (terrace boards, balcony flooring, STEICO I-joists), alongside antique and reclaimed timber. Its proprietary QUALIWOOD house brand extends across parquet, vinyl, interior doors, acoustic Silentwood panels, and the RIVIERA terrace board line.
Woodpecker serves three primary customer segments — Verarbeiter (carpenters, joiners, timber constructors), Architekten (architects and planners), and Bauherren (private builders and property owners) — plus a secondary Gartenbauer (landscapers) segment. Go-to-market combines specialized field sales teams organized by product category at each branch, the Woodpeckershop e-commerce platform listing more than 150,000 items with 24-hour delivery, three physical showrooms (Frauenfeld, Landquart, Reiden) with online appointment booking via Terminland, and a central processing/CNC service center offering cutting, edge gluing, and cut-optimization. Marketing channels include a quarterly WOODPAPER print magazine, monthly Brevo newsletters, social media, downloadable brochures, and event sponsorships (e.g., ESAF).
Revenue is generated through one-time product sales (stock and made-to-order), processing/finishing services quoted individually, e-commerce hardware sales, and showroom consultations, with a CHF 350 minimum order and a CHF 80 small-quantity surcharge, prices excluding VAT and delivery. The company is privately held by the Pfirter family, with Daniel Pfirter serving as Chairman and Owner alongside board members Andreas Lampert and Dr. Josef Simmer; it has no external investors, no subsidiaries, and no M&A activity disclosed. Operations are restricted to Switzerland, with compliance to the 2022 Holzhandelsverordnung timber-trade due-diligence regime and product certifications under eco-bau, Minergie-Eco, and the Schweizer Holz label positioning the business for sustainable-construction demand.
Woodpecker firmographics
Firmographics- Name
- Woodpecker
- Legal name
- Woodpecker Group AG
- Website
- https://woodpeckerag.ch
- Company type
- Private
- Founded year
- 1835
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Woodpecker Group AG is a Swiss family-owned distributor founded in 1835, supplying wood, facade, flooring, door, acoustic, and construction materials from six branches and the Woodpeckershop e-commerce platform to carpenters, architects, and private builders across Switzerland.
- Ownership category
- akta.pro rank
Woodpecker industry classification
Industry- Product category
- Wood and Building Materials Distribution
- NAICS
- Wood Product Manufacturing (321), Cut Stock, Resawing Lumber, and Planing (321912), Veneer, Plywood, and Engineered Wood Product Manufacturing (3212)
- SIC
- Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031), Lumber & Wood Products (No Furniture) (2400)
- akta.pro primary industry
- Plywood & Panel Products Distribution (Plywood, OSB, MDF, Particleboard) (IMAMAIAC)
- akta.pro secondary industries
- Wood Remanufacturing (Mouldings, Millwork Blanks, Cut Stock) (IMAMABAI), Wood Decking, Fencing & Outdoor Lumber Products (IMADADAF)
Keywords
Where Woodpecker is headquartered
LocationHeadquarters
- HQ city
- Frauenfeld
- HQ country
- Switzerland
- HQ region
- Europe
Offices7 records
Markets served
Woodpecker business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: Sale of wood materials and construction products including solid wood panels, engineered wood, facade materials, flooring, doors, and acoustic solutions. Products sold both from stock and via order.
- Processing Services: Value-added services including cutting, edge gluing, CNC operations, and custom manufacturing. Services for professional customers including cut optimization.
- Woodpeckershop E-commerce: Online shop for wood-processing trade professionals. Professional customers can order products online.
- Showroom Consultations: Consultation services at showrooms for private builders and architects, plus inspiration and product demonstrations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Minimum order value surcharge |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Woodpecker product offering
Product offeringCore offering
Woodpecker Group AG supplies wood and construction materials across Switzerland through six locations, offering flooring, doors, facades, interior panels, acoustic solutions, and terrace products from multiple brands plus its own QUALIWOOD house brand. The company adds value through a modern processing center providing cutting, edge gluing, CNC, and cut optimization services, complemented by 24-hour delivery, expert consultation, and three physical showrooms. Customers include professional woodworkers (Verarbeiter), architects, garden builders, and private builders undertaking renovation or new construction projects.
Product overview
Woodpecker Group AG is a Swiss specialist for wood and construction materials operating at six locations across Switzerland. The company offers a comprehensive portfolio organized around core product categories: flooring (parquet, vinyl, laminate), doors (interior, exterior, fire-rated), interior construction materials (veneered panels, acoustic solutions, decorative panels), wood construction (solid wood panels, insulation, I-joists), facades (Dura Patina weathered wood, Rockpanel volcanic stone), and outdoor products (terraces, balconies). The proprietary QUALIWOOD house brand provides high-quality solutions for floors, facades, and acoustics with fast availability. Products are distributed through an online platform (Woodpeckershop), physical showrooms, and direct consultation services. The company targets professional tradespeople (carpenters, woodworkers), architects, and private builders, offering services including 24-hour delivery, cut optimization, CNC processing, and expert technical consultation. Key supplier brands include Rockpanel, Dura Patina, fermacell/James Hardie, Knauf, STEICO, and various door manufacturers.
Differentiator
Problem solved
Functional benefit
Brands
- QUALIWOOD: House brand offering high-quality solutions for floors, facades, and acoustics with outstanding price-performance ratio and fast availability.
Products and services
- QUALIWOOD house brand
Quantifiable outcome
- 24-hour delivery capability
- +2 more outcomes
Companies that use Woodpecker
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles4 records
Woodpecker technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature4 records
Woodpecker partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Woodpecker competitors and assessment
Company assessmentDirect peers
- Egger (Fritz Egger GmbH & Co. OG): Austrian family-owned wood-based materials manufacturer (panels, laminates, flooring) with integrated distribution. Overlaps with Woodpecker in panels, flooring, and decorative surfaces sold to Swiss carpenters and the furniture/interior trade.
- Pfeifer Group: Austrian timber producer and distributor with sawmills, treatment facilities, and panel operations serving construction, packaging, and DIY channels. Comparable in serving carpenters and timber builders with a mix of own-brand and third-party wood products.
- Holz Possling: Berlin-based wood and building materials distributor with multiple branches, an online shop, and processing services for carpenters and timber builders. Closely matches Woodpecker's combination of physical locations, e-commerce, and value-added cutting services.
- Hagendorfer Holz: Austrian wood distributor supplying carpenters, timber builders, and the furniture industry with solid wood, panels, and processing services. Functional peer for the procurement, processing, and B2B distribution side of Woodpecker's business.
- Mayr-Melnhof Holz (JAF Group): Leading DACH-region wood products distributor (formerly J. u. A. Frischeis/JAF) with showrooms, processing services, and a broad wood and panel assortment across Austria, Germany, and neighboring countries. Direct functional overlap with Woodpecker's wholesale, processing, and showroom model.
- Kronospan / Swiss Krono: European manufacturer and distributor of wood-based panels (particleboard, MDF, OSB, laminate flooring) with a Swiss production footprint. Overlaps with Woodpecker's engineered wood and panel assortment for construction and interior fit-out.
Regional players
- Bauwerk Boen Group: Swiss-headquartered parquet manufacturer and brand owner with a strong DACH distribution footprint. Comparable in product category (parquet under a house brand) but more focused on manufacturing than Woodpecker's multi-brand distribution model.
Broad incumbents
- Saint-Gobain Distribution (Raab Karcher / Sanitas Troesch): European building materials distribution arm of Saint-Gobain, active in Switzerland via Sanitas Troesch. Overlaps with Woodpecker in construction and interior materials for professional buyers, but operates at significantly larger scale and broader category scope.
- Hornbach Baumarkt: Large European DIY and builders-merchant retailer with a strong Swiss store and online presence. Competes with Woodpecker for private builder spend and adjacent professional customers, but with a far broader non-wood assortment.
- Hagebau: German/DACH building materials cooperative and DIY group serving both professional trades and consumers. A broad incumbent in the same overall building materials distribution space as Woodpecker, but with much larger scale and category breadth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Woodpecker social profiles
Digital presenceWoodpecker compliance and trust
Trust signalCompliance5 records
Woodpecker financial estimates
Financial estimateRevenue estimate
Valuation estimate
Woodpecker leadership team
Management profileNumber of profiles
Profiles6 records
Woodpecker funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Woodpecker 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 Woodpecker
What does Woodpecker do?
Woodpecker Group AG supplies wood and construction materials across Switzerland through six locations, offering flooring, doors, facades, interior panels, acoustic solutions, and terrace products from multiple brands plus its own QUALIWOOD house brand. The company adds value through a modern processing center providing cutting, edge gluing, CNC, and cut optimization services, complemented by 24-hour delivery, expert consultation, and three physical showrooms. Customers include professional woodworkers (Verarbeiter), architects, garden builders, and private builders undertaking renovation or new construction projects.
Is Woodpecker a public or private company?
Woodpecker is a private company. It is classified as family owned and is currently operating.
When was Woodpecker founded?
Woodpecker was founded in 1835. It employs 51 to 100 people.
Where is Woodpecker based?
Woodpecker is headquartered in Frauenfeld, Switzerland, in the Europe region.
How does Woodpecker make money?
Four revenue lines are on record. Product Sales are the primary driver. The others are processing Services, woodpeckershop E-commerce and showroom Consultations.
Who are Woodpecker's main competitors?
Direct peers on record are Egger (Fritz Egger GmbH & Co. OG), Pfeifer Group, Holz Possling, Hagendorfer Holz, Mayr-Melnhof Holz (JAF Group) and Kronospan / Swiss Krono. Bauwerk Boen Group is listed as a regional player. Broad incumbents are Saint-Gobain Distribution (Raab Karcher / Sanitas Troesch), Hornbach Baumarkt and Hagebau.
Does Woodpecker have an API?
No public API is recorded for Woodpecker.
What industry is Woodpecker in?
Woodpecker's product category is Wood and Building Materials Distribution. Its primary akta.pro industry code is IMAMAIAC, Plywood & Panel Products Distribution (Plywood, OSB, MDF, Particleboard), with a secondary code of IMAMABAI, Wood Remanufacturing (Mouldings, Millwork Blanks, Cut Stock). Its NAICS code is 321 and its SIC code is 5031.