Woodpecker

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.

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

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

• Wood materials supply
• Construction materials distribution
• Flooring products wholesale
• Facade cladding systems
• Building materials retail

Headquarters

HQ city

Frauenfeld

HQ country

Switzerland

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. 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.
2. Processing Services: Value-added services including cutting, edge gluing, CNC operations, and custom manufacturing. Services for professional customers including cut optimization.
3. Woodpeckershop E-commerce: Online shop for wood-processing trade professionals. Professional customers can order products online.
4. Showroom Consultations: Consultation services at showrooms for private builders and architects, plus inspiration and product demonstrations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Facebookfacebook.com/woodpeckerag
• LinkedInlinkedin.com/company/woodpecker-ag

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Woodpecker