Last updated: October 2026
Thula Wall was started in 2021 by husband-and-wife team Rowan and Roxy Snyman, in the garage of their home. In July 2023 the business was acquired by WoodUpp, the Danish company that makes the Akupanel, and it is still led by its founders today. Since then, Thula Wall has grown to showrooms around South Africa and hundreds of thousands of panels sold.
How did Thula Wall start?
It started with a wall in our own home. We wanted a wooden slat feature wall, and the quote we got for a solid wood version was very expensive. We went looking for a more affordable option: ready-to-install panels with real wood veneer and an acoustic backing that would also make the room sound better. They were nowhere to be found in South Africa.
So in 2021 we started bringing them in ourselves, working out of our garage. What began as a solution for one wall turned into a business, as friends, then homeowners, then designers and architects asked for the same thing.
What does "Thula" mean?
"Thula" means "be quiet" or "hush" in isiZulu and isiXhosa. We chose it because that's exactly what our panels do: they absorb echo and make a room calmer and quieter, while adding the warmth of real wood.
Who runs Thula Wall?
Roxy leads brand and sales. Rowan leads product, operations and logistics. Together we also run WoodUpp Middle East, with a team based in Dubai.
Why did WoodUpp acquire Thula Wall?
WoodUpp, founded by Mads Vesterby in Ribe, Denmark, created the Akupanel and makes it in its own Danish factory. In July 2023 WoodUpp acquired Thula Wall to bring its panels to South Africa, and we have continued to lead the business since.
For our customers, that means:
- The original Akupanel, made in Denmark with veneers hand-picked by the WoodUpp team and acoustic felt made in Sweden. Read how that differs from budget imports.
- The full WoodUpp range, including Aluwood outdoor panels and Embrace room dividers.
- A local team that knows South African homes, delivery and installation.
Where is Thula Wall today?
- Showrooms around the country: Johannesburg (Kramerville and Riversands), Cape Town (Green Point), Stellenbosch, George and Ballito. Find a showroom.
- Hundreds of thousands of panels sold across South Africa.
- A national installation network, coordinated by our own team, with a 24-month workmanship guarantee. How our installation service works.
- Commercial projects, including Red Bull's offices in Cape Town and work with Nando's.
- Partnerships with leading South African architects and interior designers, some of whom you can meet on our Friends of Thula page.
- Hundreds of homeowners whose living rooms, bedrooms and offices look and sound better.
What hasn't changed?
We still think about every project the way we thought about that first wall in our own home: it should look beautiful, sound calmer, and be simple to get done. Whether you install it yourself on a Saturday or have our team do it for you, that's the standard.
Start your own wall: order samples, read our buyer's guide, or request a quote.
Frequently asked questions
Who founded Thula Wall?
Thula Wall was founded by husband-and-wife team Rowan and Roxy Snyman in 2021.
What does Thula mean?
"Thula" means "be quiet" or "hush" in isiZulu and isiXhosa, which reflects what acoustic panels do.
Is Thula Wall owned by WoodUpp?
Yes. Thula Wall was acquired by WoodUpp, the Danish maker of the Akupanel, in July 2023, and is still led by its founders.
Where are Thula Wall's showrooms?
Johannesburg (Kramerville and Riversands), Cape Town (Green Point), Stellenbosch, George and Ballito.
