Masonite Africa rebrands as Evowood
Hardboard and softboard manufacturer Masonite Africa has been rebranded Evowood.
Masonite was acquired by a consortium consisting of Jacobs Capital and Black Bird Capital in August 2016.
A condition of the sale agreement stipulates that the newly constituted company can only trade under the global Masonite brand until the end of January 2017.
“We understand how well known the Masonite brand is and we will be co-branding our products for a short period. We want to ensure that our key partners – wholesalers, retailers and manufacturers – realise that they are not only buying the same quality products but supporting a brand that promises far more in the future,” says commercial director Hilton Loring.
Evowood has also created a number of sub-brands under the company logo including Evosure – high-quality hardboard and speciality hardboard products; Evosoft – high-quality softboard and fibre products; and Evodoor – high-quality hardboard door skins and imported speciality skins.
“We’ve carefully thought about the image that we wanted to create for this business going forward. With key investment by our shareholders, we are now able to explore latent ideas and opportunities that will see us evolve into a truly South African company with a sustainable future,” says CEO Louis Marais.
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