WoodUpp Arrives in Australia: Premium Scandinavian Design Meets the Aussie Market
WoodUpp, the Danish design brand renowned for its Akupanels and premium timber products, has officially launched in Australia. We caught up with Mick Dienhoff, CEO, to learn more about the company, its journey down under, and what makes WoodUpp stand out in the competitive interior design and renovation market.
WoodUpp was founded by Mads Vesterby, whose passion for Scandinavian design led to the creation of the innovative Akupanel in 2018. Since then, WoodUpp products have been featured in projects around the globe. “All of our panels are manufactured in our own production facility in Ribe, Denmark, and we ensure they are of the highest quality,” says Mick Dienhoff.
Before joining WoodUpp in Australia, Mick spent over two decades in retail with Harvey Norman and several years in the design and renovation sector. Previous discussions with WoodUpp and a visit to their Danish partners confirmed this opportunity was the perfect fit. “It was an easy decision to head up the Australian business,” he shares.
Why the Australian Market?
“Aussies love renovating,” Mick explains. “Even though there are several small competitors and a few larger ones, introducing a world-leading brand like WoodUpp to Australia was a no-brainer. The future here is extremely bright and I can’t wait to showcase products the market has never seen.”
The most thrilling part of bringing WoodUpp to Australia has been connecting with both B2B and B2C clients who were already familiar with the brand. “It’s rewarding to see the excitement around our launch and hear how much people have been asking for WoodUpp to arrive here,” he says.
WoodUpp is already working on several exciting projects, including the Brisbane International Shooting Club upgrade for the Brisbane Olympics, display homes with GJ Gardner Homes, and a Mercure Resort restaurant refurbishment. “Commercial projects take time, but these early discussions signal a strong start for us in Australia,” Mick notes.
What Sets WoodUpp Apart
Quality, craftsmanship, and innovation define WoodUpp. Unlike competitors who resell premanufactured panels with melamine veneers, WoodUpp manufactures its own panels using natural timber veneers, giving each panel subtle variations and an unmatched natural opulence. The brand also offers outdoor cladding and the Create range of tool-less accessories. These are products that competitors simply cannot match.
Beyond the products, Mick finds the company’s culture and support to be a highlight. “From my first day in Denmark, I felt part of the WoodUpp family. They were welcoming, supportive, and genuinely excited about the future, just as much as I was.”
Why Riva Offices Was the Perfect Choice
With products warehoused offsite, Mick opted for a shared space at Riva Offices rather than rushing into a standalone property. “Riva offered the professional appearance and supportive environment we needed. I enjoy the people and the relationships I’m building here. It really makes starting a new business easier.”
Looking Ahead
The future is bright for WoodUpp in Australia. “We’re planning to launch new, innovative products in 2026, expand quickly across the market, and potentially explore New Zealand in the future. WoodUpp is always evolving to stay ahead and we’re excited for what’s next,” Mick says.
For those looking to elevate their interiors with premium, Scandinavian-inspired timber solutions, WoodUpp offers unmatched quality, innovation, and style. With a growing presence in Australia, now is the perfect time to explore what makes this global brand a favourite among designers, builders, and homeowners alike.
