Our Story
Australia's commercial furniture industry has long operated in a largely linear way — product is specified, procured, installed, and eventually disposed of.
For decades, the infrastructure to interrupt that cycle simply didn't exist in any meaningful, scalable way.
Peter Appel spent 25 years working from the inside. As a senior leader across procurement, supply, and project delivery, he developed a deep understanding of where the industry was falling short, and a growing conviction that someone needed to do something about it.
That someone was Peter. In 2024 he founded LOOP — built on the belief that innovation and sustainability shouldn't be in tension, and that the commercial furniture industry deserved a smarter, more responsible way to do business.
What Makes Us Different?
Most businesses do one thing well. LOOP does it all — you could say LOOP is the missing link in Australia's circular commercial furniture economy.
From auditing and assessment to reupholstery, recycling, ESG reporting, sourcing and suppling new products, we bring everything together giving our nationwide clients one trusted point of contact.
Every solution is design-led, commercially sound, and built around the specific needs of each project.
Using our innovative technology platform and our strategic partnership with ALD, one of Australia's leading sustainable de-fit specialists, LOOP delivers truly end-to-end solutions backed by industry-leading expertise at every stage.
One partner. One conversation. Every solution.
Our Vision
The commercial furniture world is at an exciting turning point.
Businesses, governments, and institutions across Australia are increasingly recognising that sustainable de-fit and new fit outs aren’t just good for the planet.
They’re good for business, good for people and culture, and good for the generations that follow.
LOOP envisions a future where every organisation, regardless of size or sector, has access to the expertise, technology, and partnerships needed to make truly circular commercial furniture decisions confidently, efficiently, and without compromising on quality or design.
That future is closer than most think. LOOP is helping build it, one project at a time.
Our Mission
LOOP's mission is simple: to be the most trusted, capable and sustainable commercial furniture partner in Australia.
We do this by combining deep industry expertise with innovative technology, meaningful partnerships, and a whole-systems approach to every client engagement.
Where others see a disposal problem, LOOP sees an opportunity to maximise asset value, reduce environmental impact, and deliver outcomes that satisfy commercial and sustainability objectives simultaneously.
At LOOP, commercial performance and environmental responsibility aren’t competing priorities. They’re the same priority.
Our Team
LOOP is a small, specialist team united by our shared belief that the commercial furniture industry can and should do better.
Our nimble team brings deep cross-sector expertise spanning commercial furniture, sustainable construction and de-fit, project management, and business development.
Together, we have the collective experience to deliver on our shared belief and support you to achieve your ESG goals across every stage of your project.
Peter Appel
Founder & Director
With over 25 years of senior leadership experience in the commercial furniture industry, Peter is widely regarded as the 'missing link' of the circular commercial furniture economy. Known for his innovative, hands-on approach and an extensive network spanning manufacturers, suppliers, and industry bodies, Peter founded LOOP to operationalise circularity for businesses, government agencies, and public institutions at scale.
Michael Bond
General Manager
With almost 30 years in Australia's commercial furniture sector, Michael brings exceptional depth across sales, business development, and regional leadership. Working closely alongside Peter, Michael drives growth and product innovation while keeping sustainable outcomes at the center of every client relationship.
Matthew McKeown
Account Manager
With over 15 years of coordinating complex commercial projects, Matthew is the connective tissue between stakeholders, teams, and timelines. His operational precision ensures LOOP's clients experience seamless delivery — on time, on budget, and without compromise.
Paul Rosenberg Vella
Advisor, Sustainable Innovation & R&D
Paul brings over 25 years in the construction industry and a deep, established commitment to sustainable methodologies. A seasoned leader in circular economy principles, responsible resource recovery, and reducing environmental impact through innovative practices, Paul ensures LOOP's approach is grounded in rigorous, best-practice thinking.