This website uses cookies to improve your experience navigating our site. By continuing to browse, you are agreeing to our use of cookies.

OK, I understand

The New Australian Furniture Brand That ‘Won’t Break The Bank’

Creative People

Jake Williamson grew up in Barwon Heads on Victoria’s surf coast, and was always drawn to creating things with his hands. 

After studying carpentry, then spending time working overseas, and a few more years tinkering in a backyard shed – Jake has launched Peninsula, his own furniture brand, that combines mid-century inspired design, sustainable practices, and a surprisingly affordable price point. 

23rd September, 2019

Jake Williamson at work on his Peninsula furniture brand. Photo – Caitlin Mills for The Design Files.

Left: Photo– Nick Doolan. Jake hanging out with his two key pieces, The Bedside and The Sideboard. Left: Right: Photo – Caitlin Mills for The Design Files.

Photo– Nick Doolan.

Jake combines modern technology with handcrafting skills. Photo – Caitlin Mills for The Design Files.

Photo – Caitlin Mills for The Design Files.

At work in the Coburg studio. Photo – Caitlin Mills for The Design Files.

Precision measures! Photo – Caitlin Mills for The Design Files.

Photo– Nick Doolan.

Lucy Feagins
Monday 23rd September 2019

‘I was really sick and tired of seeing so much furniture go to waste’ – Jake Williamson. 

The idea for Jake Williamson’s brand Peninsula, is to offer an affordable, sustainable, locally-made furniture line for people who, in Jake’s words ‘are ready to graduate from IKEA, but who aren’t yet in a position to fork out thousands for custom-made furniture’. It was this statement that caught our attention!

Jake’s products are made from Forest Stewardship Council certified Tasmanian Oak, and are designed to be beautiful, functional and not ‘break the bank.’  He’s priced his first two products, The Sideboard and The Bedside, at $1600 and $400 respectively. That’s incredibly good value for made-in-Melbourne furniture!

So, how can a handcrafted furniture piece be priced this way? The answer lies in the technology used – Jake uses CNC machining to cut the wood to size, which drastically reduces labour costs, and also minimises waste.

‘I have a small factory in Coburg which I use to build, stain and package the products’ Jake says. ‘The timber panel construction and CNC services are outsourced externally. The cut pieces are then delivered to my factory for assembly. I’ve built jigs to assemble the products in batches as efficiently as possible. Previously, The Bedside would take me around 15 hours to build one unit by hand, it now takes a little over an hour of labour.’

The designs are inspired by Jake’s interest in mid-century furniture and architects, particularly the work of Australian architect Robin Boyd, and Danish designer Hans Wegner

Peninsula is driven by Jake’s passion for ensuring the health of the environment into the future. He explains ‘I was really sick and tired of seeing so much furniture go to waste, it is similar to fast fashion.’ While Jake acknowledge that not everyone can afford to purchase everything at a locally produced level, he is passionate about making accessible furniture people invest in for the future. 

This Week

Architecture

A Gentle Brutalist Masterpiece In Brisbane

The Mt Coot-Tha House by Nielsen Jenkins embraces its steep and bushy surrounds courtesy of a minimalist and raw material palette.

Gardens

Everything You Need To Know About Working With A Landscape Designer

We asked expert garden designers Phillip Withers, Fran Hale, Kathleen Murphy, Katy Svalbe and Richard Unsworth to demystify the process of w...

A Day In The Life

A Day In The Life Of Media Powerhouse And Ultimate Creative Slashie, Sophia Athas

The founder of digital marketing agency Hatrik House talks us through the ins-and-outs of running a successful business in your twenties!

On The Market

A Huge Family Warehouse Apartment In The Heart Of Richmond

At approximately 520 square metres, this out-of-this world industrial home has got to be one of the biggest warehouse conversions in Melbour...

News

'Wear It Yellow' And Support Children's Ground This National Reconciliation Week!

Children’s Ground is an incredible organisation that supports the next generation of Aboriginal children, and their communities – an...
Sally Tabart
  7 hours ago

News

The Annual Mud Seconds Sale Is On In Sydney This Weekend!

Shop almost-perfect porcelain Mud pieces with discounts starting from 40% off.

News

A New Series Of Paintings From An Old Favourite

Steven John Clark (aka denHolm) exhibits his first body of paintings, ‘Flowers For Gary’, exploring the imperfect, and its chall...

Interiors

A Designer’s Fun, Mid-Century Makeover Of Her ‘90s Townhouse!

Studio Tate associate Liz Ryde shares her self-designed, Clifton Hill family home filled with mid-century elements and colour!

Creative People

Carving Softness From Stone With Carol Crawford

The Sydney-based sculptor guides us through her unfurling, flowering forms made from alabaster, stone, bronze and marble.
Sasha Gattermayr
  10 hours ago

Stays

A Mountain-Top Holiday Spot That Floats Above The Clouds

Cloud Parade is a design-led accommodation in the Blue Mountains, with truly sublime views over the national park.

News

A Massive Sale Of A-List Designer Furniture Is Happening Soon!

Nab furniture, lighting and homewares from big time European designers like Ligne Roset, Duvivier + more at DOMO’s mid-year sale.
Sponsored

Architecture

A Multigenerational Family Retreat In A Blue Mountains Valley

It looks like a Swiss Chalet, but 'Stonelea' is a uniquely Australian home in the Blue Mountains, by Matthew Woodward Architecture.
Amelia Barnes
  18 hours ago

Interiors

A Dark + Dingy Heritage Home Revamped In Contemporary Country Style

Interior designer Georgie Shepherd of GSiD transforms breathes new life into the interiors of this newly renovated pre-Federation villa in A...

Homes

A Dreamy, Nostalgic Family Home in Melbourne's Suburbs

Sympathetic renovations featuring recycled materials have made the 1930s Malvern East family home of Josh and Anastasia Elias even better th...

Architecture

A Contemporary Reinterpretation Of The Classic Australian Farmhouse

FMD Architects introduce their version of the classic Australian farmhouse in 'Coopworth', located on Tasmania's Bruny Island.

View Comments

Similar Stories

Creative People

Keeping It Auld School

Jack Auld of Auld Design takes us through his custom furniture business in Moolap, Victoria.
Miriam McGarry

Creative People

The Rise Of Tide Design

The Melbourne furniture makers expand their range, handcrafted in their Huntingdale workshop.

Creative People

11 Great Craftspeople Who Can Make You A Table

A round-up of the best bespoke furniture makers and designers in Australia!

This Week

Gardens

Everything You Need To Know About Working With A Landscape Designer

We asked expert garden designers Phillip Withers, Fran Hale, Kathleen Murphy, Katy Svalbe and Richard Unsworth to demystify the process of w...

Stays

A Mountain-Top Holiday Spot That Floats Above The Clouds

Cloud Parade is a design-led accommodation in the Blue Mountains, with truly sublime views over the national park.

News

'Wear It Yellow' And Support Children's Ground This National Reconciliation Week!

Children’s Ground is an incredible organisation that supports the next generation of Aboriginal children, and their communities – an...
Sally Tabart
  7 hours ago

Creative People

Carving Softness From Stone With Carol Crawford

The Sydney-based sculptor guides us through her unfurling, flowering forms made from alabaster, stone, bronze and marble.
Sasha Gattermayr
  10 hours ago

News

The Annual Mud Seconds Sale Is On In Sydney This Weekend!

Shop almost-perfect porcelain Mud pieces with discounts starting from 40% off.

On The Market

A Huge Family Warehouse Apartment In The Heart Of Richmond

At approximately 520 square metres, this out-of-this world industrial home has got to be one of the biggest warehouse conversions in Melbour...

News

A Massive Sale Of A-List Designer Furniture Is Happening Soon!

Nab furniture, lighting and homewares from big time European designers like Ligne Roset, Duvivier + more at DOMO’s mid-year sale.
Sponsored

Architecture

A Contemporary Reinterpretation Of The Classic Australian Farmhouse

FMD Architects introduce their version of the classic Australian farmhouse in 'Coopworth', located on Tasmania's Bruny Island.

Architecture

A Gentle Brutalist Masterpiece In Brisbane

The Mt Coot-Tha House by Nielsen Jenkins embraces its steep and bushy surrounds courtesy of a minimalist and raw material palette.

Architecture

A Multigenerational Family Retreat In A Blue Mountains Valley

It looks like a Swiss Chalet, but 'Stonelea' is a uniquely Australian home in the Blue Mountains, by Matthew Woodward Architecture.
Amelia Barnes
  18 hours ago

Interiors

A Designer’s Fun, Mid-Century Makeover Of Her ‘90s Townhouse!

Studio Tate associate Liz Ryde shares her self-designed, Clifton Hill family home filled with mid-century elements and colour!

Interiors

A Dark + Dingy Heritage Home Revamped In Contemporary Country Style

Interior designer Georgie Shepherd of GSiD transforms breathes new life into the interiors of this newly renovated pre-Federation villa in A...

Homes

A Dreamy, Nostalgic Family Home in Melbourne's Suburbs

Sympathetic renovations featuring recycled materials have made the 1930s Malvern East family home of Josh and Anastasia Elias even better th...

A Day In The Life

A Day In The Life Of Media Powerhouse And Ultimate Creative Slashie, Sophia Athas

The founder of digital marketing agency Hatrik House talks us through the ins-and-outs of running a successful business in your twenties!

News

A New Series Of Paintings From An Old Favourite

Steven John Clark (aka denHolm) exhibits his first body of paintings, ‘Flowers For Gary’, exploring the imperfect, and its chall...

Similar Stories

Creative People

Keeping It Auld School

Jack Auld of Auld Design takes us through his custom furniture business in Moolap, Victoria.
Miriam McGarry

Creative People

The Rise Of Tide Design

The Melbourne-based furniture makers expand their handcrafted range.

Creative People

11 Great Craftspeople Who Can Make You A Table

A round-up of the best bespoke furniture makers and designers in Australia!

The Design Files acknowledge the traditional custodians of the lands on which we work, the Wurundjeri people of the Kulin Nation. We pay our respects to Elders past and present.

First Nations artists, designers, makers and creative business owners are encouraged to submit their projects for coverage on The Design Files – we would love to hear from you.

Please email us here.