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Expands into Africa with the Acquisition of Thula Wall

New Partnership to Enhance Local presence and customer service in growth markets for acoustic panels and related products

JOHANNESBURG, SOUTH AFRICA – 4 September 2023 – WoodUpp is thrilled to announce its entry into the African market through the acquisition of Thula Wall.

“In WoodUpp, we are continuously looking to expand our products and brand globally. Africa was not our main focus in the short term, but due to strong connections to the South African market from our Dutch partner, Jesper Elenbaas, we were convinced that Africa is an exciting market for WoodUpp. When we enter a new market, it is crucial for us to have a local presence with local management, market knowledge, and customer service,” says Steffen Graves Silberbauer, CFO of WoodUpp, and continues, “Finding great partners in the founders of Thula Wall made a significant difference in how we can approach the market. We have high expectations for development in Africa in the coming years.”

WoodUpp’s global strategy

The acquisition of Thula Wall aligns with WoodUpp’s global strategy, emphasizing local presence, market knowledge, and customer service in growth markets within acoustic panels and related products. Thula Wall will change its name to WoodUpp Africa and continue as an individual subsidiary based in Johannesburg under the WoodUpp umbrella. The founder of Thula Wall, Roxanne Snyman , and co-partner Rowan Snyman will continue in the company, respectively as CEO and Director and as shareholders in WoodUpp Africa.

Roxanne Snyman, CEO of Thula Wall, says, “The decision to join the WoodUpp felt right from the start. We have a tremendous amount of synergy and align with the Group’s focus on creating an amazing customer experience. We are excited to join forces and bring beautiful Nordic design to the African market.”

The WoodUpp Group is eager to cooperate closely with their new South African colleagues and continue delivering top-quality products and service to customers worldwide.

About WoodUpp

WoodUpp is a leading provider of acoustic panels and related products, with a commitment to quality, innovation, and customer satisfaction. For more information, visit:
ZA: or read more about WoodUpp here.

For Media Inquiries:
WoodUpp Africa, CEO, Roxanne Snyman,
WoodUpp Group, CFO, Steffen Graves Silberbauer,