Willing

Name

Willing

Legal name

Willing Property Pty Ltd

Website

https://willingproperty.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Residential Property Development

NAICS

New Housing For-Sale Builders (236117), New Single-Family Housing Construction (except For-Sale Builders) (236115), Residential Intellectual and Developmental Disability Facilities (62321), Residential Intellectual and Developmental Disability Facilities (623210), Interior Design Services (54141)

SIC

Land Subdividers & Developers (No Cemeteries) (6552), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Co-Living / Hybrid Extended-Stay Residences (THAGAEAK)

akta.pro secondary industries

Remote/Alternative Accommodation Management (Cabins, Tiny Homes, Glamping) (BPAJAIAG), Furnished Corporate Apartments (Urban, Mid-Rise) (THAMAHAG)

Keywords

• Residential property development
• Apartment construction services
• Boutique apartment development
• Specialist disability accommodation
• Hospitality venue operations

Headquarters

HQ city

Mount Lawley

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Property Development Sales: Willing develops and sells residential apartments, penthouses, and townhomes across Perth. Revenue is generated through the sale of residential units at various price points, from luxury penthouses to two and three-bedroom residences. Developments include The Coolbinia (40 residences, $76m estimated end value), West Residences ($26m construction cost), 139 Lake ($49m Lake Street project), No. 7 Field St ($22m build value), and others. Deposits are collected with balance at settlement.
2. Construction Services: Willing Build division provides tier-one construction capability, delivering multi-residential towers, aged care and retirement living, defence and government infrastructure, medical facilities, retail centres and mixed-use precincts. Builds Willing's own developments as well as projects for Sana Living (SDA homes) across WA, Queensland and South Australia. Revenue generated through construction contracts.
3. Hospitality Operations: Willing operates hospitality venues including Willing Coffee espresso bars (at base of Guildford and Mt Lawley developments) and Bar Vino wine bar in Mt Lawley. Revenue from coffee sales, food and beverage service. Broadsheet named Willing Coffee Guildford Perth's best new coffee bar in 2018. Bar Vino has over 200 wines and received Star Wine List recognition.
4. Custom Build Services: Willing accepts a limited number of bespoke custom build projects each year, collaborating with architects and clients to deliver architecturally considered homes. These are treated as one-off projects with care, craft and long-term performance guiding every decision.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core offering

Willing develops and sells boutique, design-led residential apartment projects across Perth's inner suburbs, including ultra-luxury residences, penthouses and townhomes built under an integrated developer-builder model. Through Willing Build, the company also delivers multi-residential construction, NDIS-registered Specialist Disability Accommodation (SDA) homes for providers such as Sana Living across WA, Queensland and South Australia, and design-led custom homes. A hospitality division operates Willing Coffee espresso bars, Bar Vino wine bar, and Sylvie mobile coffee van, embedded into the base of residential developments to activate village atmospheres.

Product overview

Willing is a West Australian owned and operated property development, construction, and hospitality group founded in 2012, building on a family construction legacy since 1969. The company operates across three divisions: Property Development (delivering distinctive residential apartment projects including The Coolbinia, West Residences, 139 Lake Street, No. 7 Field Street, and Clifton & Central), Build (providing integrated construction services including custom builds and SDA housing), and Hospitality (operating Bar Vino wine bar, multiple Willing Coffee espresso bar locations, and Sylvie mobile coffee van). The integrated development and construction model sees Willing act as both builder and client, eliminating third-party contractors for better control over project outcomes.

Differentiator

Problem solved

Functional benefit

Products and services

• The Coolbinia A collection of 40 ultra-large luxury 2 and 3 bedroom residences and penthouses in Coolbinia, inspired by Milan apartments and 1920s Art Deco architecture. Features ground floor cafes, shops, rooftop dining, gym, wine bar and sustainable design targeting 5-star Green Star rating.
• West Residences A collection of 30 grandly proportioned New York Flatiron-inspired residences rising eight storeys in Mt Lawley, featuring oversized private balconies with panoramic city, river and hills views. Includes flagship Willing Coffee shop at street level. Acoustic measures exceed Australian Building Codes by approximately 20%.
• 139 Lake Street A boutique collection of 29 individually designed residences featuring sweeping curves with bronze detailing, 1, 2, 3 and 4 bedroom options with ground floor coffee shop adjoining parkland. Targeting 5-star Green Star rating and carbon neutrality.
• No. 7 Field Street A limited collection of 21 luxury residences and 6 townhomes completed in 2024, featuring elegant lobby with central garden atrium, 770sqm private park, heated pool, gym, sauna, and 6-Star NatHERS rating. Architecture by Hillam Architects with heritage specialists Griffith Architects.
• No. 29 at 7 Field Street An exclusive penthouse collaboration with internationally renowned interior designer Thomas Hamel, featuring four spacious bedrooms, three bathrooms, four secure basement car bays with EV charging, and city views. Won HIA Western Australia and Perth Apartment of the Year 2024.
• Clifton & Central A boutique collection of 15 residences and 7 shops completed in 2022, capturing contemporary design with heritage character. Features traditional brick workmanship, oak timber floors, Miele appliances, and high ceilings. Won 2023 WA Architecture Awards Harold Krantz Award.
• Willing Build Integrated construction and development business serving as both builder and client for Willing projects. Constructs multi-residential developments, aged care, defence and government infrastructure, medical facilities, retail centres and mixed-use precincts, including NDIS-registered SDA housing for providers like Sana Living across WA, Queensland and South Australia. Features in-house team of tradesmen and craftsmen with 90+ years combined experience.
• Willing Custom Builds Design-led custom building service collaborating closely with architects, designers and clients for bespoke homes. Offers early realistic pricing, design intent protection, and transparent cost guidance. Limited number of custom builds taken on each year to ensure quality delivery.
• Bar Vino Family-owned neighbourhood wine bar in Mt Lawley offering contemporary Italian cuisine inspired by seasonal local produce, paired with over 200 wines including Italian selections and international reserves. Recognized by Star Wine List. Open for breakfast (Tuesday-Friday 7-11am, Saturday-Sunday 7-11.30am), lunch (Tuesday-Sunday 12-2.30pm), and dinner (Tuesday-Saturday from 4pm).
• Willing Coffee Specialty espresso bars serving finest quality coffee brewed to exacting standards. Multiple locations at Guildford, Mt Lawley, and West Parade. Features house roast, rotating single origins from international roasters including Sey Coffee, Tim Wendelboe, and Market Lane. Named Perth's best new coffee bar by Broadsheet in 2018; won 2020 Australian Interior Design Awards Best of State for Commercial Design (WA) and 2019 DIA WA Awards Outstanding Built Environment Hospitality Award of Merit (Guildford location).
• Sylvie by Willing A lovingly restored 1968 Citroën HY van serving as mobile coffee service, celebrating craftsmanship and exceptional coffee using Willing Coffee beans. Available for events and visits project sites on weekends.

Quantifiable outcome

• Willing Coffee Guildford was named Perth's best new coffee bar by Broadsheet in 2018.
• +8 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Sana LivingcoreStrategic or Co-development PartnerWilling Build constructs NDIS-registered Specialist Disability Accommodation (SDA) homes for Sana Living, an NDIS registered SDA Provider. Sana Living offers an extensive and innovative portfolio of SDA across Western Australia, Queensland and South Australia for people living with disability. Projects include homes in Success, Belmont, Wanneroo, Wembley, Atwell, Cloverdale, Canning Vale, and Bassendean. These are high physical support SDA homes designed for residents and carers/nurses.
• Klopper & Davis Architects (KADA)coreStrategic or Co-development PartnerKADA is a boutique architectural design studio that has worked with Willing on multiple projects including 139 Lake Street, West Residences, and others. The practice started in 2004 and has grown to include commercial, hotel, retail and multi-residential projects. Sam Klopper leads design, Matt Davis leads delivery, and they work collaboratively throughout the process.
• MJA StudiocoreStrategic or Co-development PartnerMJA Studio is a tight-knit group of Architects and Designers whose purpose is to deliver enduring Architecture that drives positive change in the built environment. Over the last decade the studio has become renowned for Multi-Residential, Mixed-Use, Hospitality and Leisure projects in Perth on Whadjuk Nyoongar Boodja. MJA designed The Coolbinia and Clifton & Central for Willing.
• Thomas Hamel & AssociatescoreStrategic or Co-development PartnerAmerican-born and internationally recognised interior designer Thomas Hamel is at the helm of a celebrated Sydney-based design firm over 30-strong. Known for exceptional work in London, Los Angeles, New York, Telluride and Paris, Thomas Hamel & Associates brings 'classic modernist' aesthetic to Willing's residential developments. Collaboration includes No. 29 at 7 Field Street - a Perth first for the firm, featuring exquisite interiors by Thomas Hamel.
• Hillam ArchitectscoreStrategic or Co-development PartnerHillam Architects is one of Perth's leading design firms, founded by David Hillam in 1993 with a belief that the quality of our built-environment directly influences the quality of lives. The firm designs distinctive, high-quality residential and multi-residential buildings. Hillam designed No. 7 Field Street for Willing, collaborating with heritage specialists Griffith Architects.
• CAPA (Carrier and Postmus Architects)coreStrategic or Co-development PartnerCAPA is a Perth-based integrated architecture and landscape design studio. Their diverse and bespoke projects are underpinned by three core values: Craft, Connection, Endurance. Committed to being environmentally and ethically conscious, CAPA has partnered with Willing on landscape design for The Coolbinia, West Residences, and other projects.
• Mata Design StudiominorStrategic or Co-development PartnerMata Design Studio designed Bar Vino and won at the DMN Building Design Awards 2023 in the Place Category. The studio collaborated with Willing on the interior and spatial design of the Bar Vino venue at Clifton & Central.
• Ohlo StudiominorStrategic or Co-development PartnerOhlo Studio designed the Willing Coffee Guildford interior, which has received multiple design awards including the 2020 Australian Interior Design Awards Best of State for Commercial Design (WA) and 2019 DIA WA Awards Outstanding Built Environment Hospitality with an Award of Merit.
• Griffith ArchitectsminorStrategic or Co-development PartnerHeritage specialists who collaborated with Hillam Architects on the design of No. 7 Field Street to bring deep knowledge of local character and contemporary use of space, ensuring the development pays homage to Mt Lawley's locale through heritage-sensitive design.
• Star Wine ListminorOthersStar Wine List is the guide to great wine bars and restaurants in Perth. Bar Vino is recommended by Star Wine List, which provides editorial recognition and a credibility badge for the venue.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Lendlease: Global developer and contractor with significant Australian residential and construction operations. Comparable integrated development-and-construction capability, though at much larger scale.
• Stockland: One of Australia's largest diversified property developers with a significant residential apartment pipeline. Comparable apartment development capability but vastly larger and broader portfolio.
• Multiplex (Brookfield): Tier-one Australian construction contractor (now part of Brookfield) and historical employer of Tim Willing. Comparable on construction capability for large multi-residential and mixed-use projects.
• Mirvac Group: ASX-listed national residential developer and fund manager. Comparable on multi-residential apartment development but operates at materially larger scale and broader geographic footprint.

Direct peers

• Satterley Property Group: Private WA residential developer with a deep portfolio of master-planned communities and apartment projects across Perth. Closest WA peer by market, scale and family/privately-held operating profile.
• Blackburne Property Group: Perth-based boutique developer of design-led apartment and mixed-use projects in inner-city locations. Highly comparable on luxury positioning, inner-Perth sites and design-driven brand.
• Cedar Woods Properties: WA-headquartered residential property developer (ASX-listed) building townhouse and apartment projects across Perth metro and other Australian states. Most directly comparable WA-based peer by product mix, geography and buyer segment.
• Peet Limited: ASX-listed residential land and apartment developer with significant WA operations. Comparable on Perth apartment exposure and buyer demographic, though operates at larger scale across multiple states.

Regional players

• DevelopmentWA: Western Australian Government land and property development agency. Overlaps Willing on Perth metro development activity but operates under a state-government mandate rather than a private-market model.

Emerging players

• Q-Type Properties: Perth-based boutique developer focused on architecturally designed, smaller-scale residential projects in inner Perth. Comparable on design-led boutique positioning and Perth inner-city buyer segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/willingcoffee
• LinkedInlinkedin.com/company/willingperth

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Willing