Pircher Oberland
Pircher Oberland is an Italian family-managed company specializing in sustainable timber construction, DIY products, and garden furnishings.
Last updated August 31, 2026
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Overview
Pircher Oberland Srl is an Italian company whose activities span timber construction, wood processing, do-it-yourself retail products, garden furnishings, and selected concrete building products. The company traces its origins to 1928, when Josef Pircher opened a sawmill in Toblach, in South Tyrol. It subsequently remained associated with the Pircher family, with Josef's son Reinhard joining the business in 1956 and later helping to expand and diversify its activities. The company's development reflects a gradual movement from primary timber processing toward a broader building and home-improvement portfolio. In 1968, Pircher produced its first original Finnish sauna. The following year it opened a site in Cittiglio, in the province of Varese, where it began producing concrete roof tiles and later concrete channels. In 1978, the company entered the do-it-yourself market through the Holzmarkt line, establishing a product area that would become an important part of its commercial identity. The logistics and warehousing activities associated with Holzmarkt were later moved to Bondeno di Gonzaga in 1990. Wood remained central to the company's development. Pircher began producing pressure-impregnated wood for outdoor furniture through the Tartaruga line in 1990 and added laminated timber beams in 1992. In 1996, it established a new site in Rolo, which became a logistics and customer-relationship-management center. Concrete products were further developed through a second production site in Gazzuolo, in Mantua province, opened in 2005. By 2018, concrete production had been consolidated at a renovated and expanded Gazzuolo facility. Pircher Oberland has also pursued prefabricated and modular timber construction. Its Planit system, developed with Milan design studio Bestetti e Associati, uses natural wood and glass modules in three sizes that can be combined into different architectural configurations. The system was intended for uses ranging from residential buildings to production facilities and incorporated thermal and acoustic insulation. Its emphasis on modularity, material efficiency, and a more sustainability-oriented approach to living helped it receive a Red Dot Design Award for product design in 2010. After the death of Reinhard Pircher in 2003, the company continued under family management. In 2019, it began defining a renewed corporate vision and culture together with a cross-business strategy. According to the available company history, this strategic renewal was gradually implemented and was considered successfully established by 2024. Pircher Oberland's documented business scope therefore combines traditional sawmilling and engineered wood capabilities with construction systems, DIY distribution, outdoor products, logistics, and concrete manufacturing. Detailed information about current ownership, individual executives, revenue, and geographic sales distribution is not established in the supplied reference material.
History
Pircher Oberland began in 1928, when Josef Pircher established a sawmill in Toblach, South Tyrol. The enterprise was initially rooted in timber processing, but it later broadened its operations under the involvement of Josef's son Reinhard, who joined the company in 1956. Reinhard subsequently helped develop the business beyond its original sawmilling base and became associated with its diversification. The company entered new product areas during the second half of the twentieth century. In 1968, it produced its first original Finnish sauna. In 1969, it opened a facility in Cittiglio, in Varese province, and began producing concrete roof tiles, later adding concrete channels. This expansion gave the company a presence in both wood-related products and mineral-based construction components. Pircher entered the do-it-yourself sector in 1978 with the Holzmarkt product line. Its logistics and warehousing operations for Holzmarkt were transferred to Bondeno di Gonzaga in 1990. The same year, the company began producing pressure-impregnated wood for outdoor furniture and related uses under the Tartaruga line. Production of laminated wooden beams began in 1992, adding an engineered-wood capability to its existing timber activities. In 1996, a new site was built in Rolo and used as a logistics and customer-relationship-management center. The company continued to invest in concrete manufacturing. A second production site opened in Gazzuolo, in Mantua province, in 2005. In 2018, concrete production was concentrated at the renovated and expanded Gazzuolo facility. This consolidation formed part of the company's continuing effort to organize its manufacturing footprint across its wood, DIY, logistics, and construction-product activities. Reinhard Pircher died in 2003. The business nevertheless continued to be managed by the Pircher family, preserving its family-enterprise character. Pircher Oberland later developed a notable modular timber-construction offering in the form of Planit. Designed with Studio Bestetti e Associati of Milan, Planit uses prefabricated natural-wood and glass modules in three sizes. The modules can be combined into different configurations for residential and production-related applications. The system was designed to provide thermal and acoustic insulation while presenting modular construction as a more responsible and sustainability-oriented model of living and building. In 2010, Planit received a Red Dot Design Award for product design. A further strategic phase began in 2019, when Pircher Oberland defined a modern corporate vision, a cross-cutting culture, and a substantially renewed strategy. The available company history states that this transformation was progressively carried out and had been successfully implemented by 2024. Publicly supplied information does not identify the current family members in management, provide financial data, or specify the company's present international distribution in detail.
- 2024
Renewed strategy reported as implemented
[1]The company's available history describes the strategic renewal initiated in 2019 as successfully implemented by 2024.
- 2019
Corporate renewal begins
[1]Pircher Oberland began defining a modern corporate vision, culture, and cross-business strategy.
- 2018
Concrete production consolidated in Gazzuolo
[1]Concrete manufacturing was concentrated at the renovated and expanded Gazzuolo facility.
- 2010
Planit wins Red Dot Design Award
[1]The Planit modular wooden construction system received a Red Dot Design Award for product design.
- 2005
Gazzuolo concrete site opens
[1]A second concrete-products production site opened in Gazzuolo, Mantua.
- 2003
Death of Reinhard Pircher
[1]Reinhard Pircher died after playing a major role in the company's growth and diversification.
- 1996
Rolo logistics and CRM center opens
[1]A new site in Rolo became a logistics and customer-relationship-management center.
- 1992
Laminated timber production begins
[1]Pircher began producing laminated wooden beams.
- 1990
DIY logistics move and Tartaruga launch
[1]Holzmarkt warehousing and logistics moved to Bondeno di Gonzaga, while the company began producing pressure-impregnated outdoor wood through the Tartaruga line.
- 1978
Entry into the DIY market
[1]Pircher entered do-it-yourself retail with the Holzmarkt product line.
Products and positioning
A family-associated Italian building and home-improvement company positioned around wood, sustainable construction, DIY, outdoor living, and complementary concrete products.
Modular timber construction system
Planit
Planit is a prefabricated modular construction system using natural wood and glass. Its three module sizes can be combined into different architectural arrangements for residential and production-related uses. The system incorporates thermal and acoustic insulation and presents modular construction as a flexible, resource-conscious alternative to conventional building approaches. Designed with Studio Bestetti e Associati of Milan, Planit received a Red Dot Design Award for product design in 2010.
DIY wood products · 1978
Holzmarkt
Holzmarkt was Pircher Oberland's do-it-yourself product line, introduced when the company entered the DIY market in 1978. The range formed part of the company's move from industrial timber processing toward products distributed for home-improvement use. Its associated warehousing and logistics activities were later moved to Bondeno di Gonzaga.
Outdoor wood and garden products · 1990
Tartaruga
Tartaruga is a line associated with pressure-impregnated wood for outdoor furniture and related outdoor applications. It was introduced in 1990, expanding Pircher Oberland's role in garden furnishings and outdoor living products while using treated timber intended for exterior conditions.
Wellness and timber structures · 1968
Finnish saunas
Pircher Oberland produced its first original Finnish sauna in 1968. The product represented an early extension of the company's timber expertise into prefabricated leisure and wellness structures.
Engineered timber · 1992
Laminated wooden beams
Laminated wooden beams have been part of Pircher Oberland's production since 1992. They represent the company's development of engineered-wood capabilities for construction and structural applications.
Brand decisions
2019
Begin a renewed corporate strategyStrategyBackground
The company entered a new phase intended to align its businesses around a modern, cross-cutting vision and corporate culture.
Action taken
Pircher Oberland defined a renewed corporate vision and strategy and began implementing it across the business.
Aftermath
The available company history describes the renewed strategy as successfully implemented by 2024.
2018
Consolidate concrete production in GazzuoloStrategyBackground
Pircher Oberland operated more than one site for concrete products after opening a second production facility in Gazzuolo in 2005.
Action taken
The company concentrated all concrete production at a renovated and expanded Gazzuolo site.
Aftermath
The consolidation created a single reported hub for the company's concrete manufacturing activities.
2010
Develop and promote the Planit modular construction systemProduct launchBackground
Pircher Oberland expanded its timber-construction activities with a modular prefabricated system based on natural wood and glass.
Action taken
The company introduced Planit as a configurable system for residential and production-related buildings, using three module sizes and integrated thermal and acoustic insulation.
Aftermath
Planit received a Red Dot Design Award for product design in 2010, giving the system formal recognition for its design and construction concept.
Sources2 sources
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