35 Years of Turning Ideas Into Products 

At PVH, we source and produce the core materials behind WoodUpp’s signature designs — from CREATE to future innovations. With decades of experience and a sharp eye for quality, we turn ideas into reality.

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Part of the WoodUpp Group

Same craftsmanship. Same quality. The production force behind the original Akupanel.

We Source the CREATE Accessories

CREATE accessories—sourced for WoodUpp. Precision-built for seamless fit and long-term durability.

Danish Craftsmanship. Global Standards

Worldwide delivery. Design products and accessories—engineered for scale, built for quality.

About PVH Finer

PVH Production builds on more than 35 years of expertise in veneer craftsmanship. Originally founded as PVH Finer in 1990, we supplied high-quality veneer layons to manufacturers across Scandinavia, Germany, and the UK—processing over 6 million square meters annually.
Today, as part of the WoodUpp Group, PVH Production is a specialized sourcing and manufacturing partner. We combine scandinavian design with scalable production, delivering precision-made products, and the full range of WoodUpp CREATE accessories. Innovation drives everything we do—from materials development to process optimization for the veneer and wood industry.

1991

The beginning

Mads’ parents, Helle and Per Hansen, laid the foundation for WoodUpp by establishing PVH Production in 1991 in Ribe, Denmark. Mads, quite literally, was born into the world of veneer production, growing up in a small apartment within the factory premises. While balancing the creation of a family and a business, Helle and Per embarked on a journey to produce wooden surfaces for the furniture industry.

Today, PVH Production is a part of WoodUpp – it’s the factory that produces the Akupanels.

2016

WoodUpp is founded

WoodUpp was founded as a school project. Mads was studying marketing management, and at the end it was mandatory to do an internship. If you had a company, you were allowed to do the internship in your own company – so Mads was quick to found a brand new company; WoodUpp.

Mads’ idea was straightforward: He wanted to create a product that he could produce at his father’s company (PVH) and sell directly to the end consumer via his e-commerce store. And so he did. His first product was a simple wall panel that you would fix on the wall.

2018

Mads invented the Akupanel

Mads and his father invented the Akupanel in 2018. They spotted the slatwall trend in public buildings, but they saw a need for an out-of-the-box product, that ordinary people could install in their home without help from a carpenter. And thus, the Akupanel was born.

The first batch of Akupanels was produced on a Friday. The same day, Mads added the product to the webshop and posted an image on Instagram. By Monday morning they we’re all sold out. Finally, WoodUpp had a breakthrough and the company started to grow.

2021

Generational switch – Mads aquires his fathers factory

By 2021, Mads (and WoodUpp) is now his father’s (Per Vesterby, on the left) biggest customer and WoodUpp accounts for 95% of PVH’s production capacity. Per and Mads agreed that it was time for a generational switch.

With help from investors, Mads and his partners aquires PVH Production and Steffen Silberbauer (to the right) becomes partner and CFO of WoodUpp, and Torben Villadsen (fourth from the left) joined as Chairman of the Board. And luckily, Mads convinces his father to stay in the company as Head of Production.

Contact

Get in Touch

Phone: +45 7874 0202
Email: pm@woodupp.com
Address: Industrivej 53, DK 6760 Ribe, Denmark
PVH Production A/S – Industrivej 53, DK 6760 Ribe – +45 7874 0202 – pm@woodupp.com
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