POP Warehouse, a distinguished name in South Africa’s retail display and logistics sector, has officially joined forces with Provantage, one of Africa
POP Warehouse, a distinguished name in South Africa’s retail display and logistics sector, has officially joined forces with Provantage, one of Africa’s leading integrated media and marketing companies. This strategic move expands Provantage’s retail service capabilities, offering clients a seamless and comprehensive point-of-purchase (POP) supply chain solution.
Established by Shafiqah Andrews-Moonda and Belinda Traverso, POP Warehouse is South Africa’s only Level 1 B-BBEE, women-founded and owned POP warehousing and management company. With a national network of 15 warehouses and a hybrid fleet model, the company provides infrastructure that supports leading brands across the FMCG, pharmaceutical, alcohol, and retail industries. Its expertise includes warehousing, retail installations, event logistics, and promotional material management.
Jacques du Preez, CEO of Provantage, expressed enthusiasm about the integration, stating: “Bringing POP Warehouse into the Provantage group strengthens our ability to deliver an end-to-end retail display solution. Their expertise in POP logistics complements our existing offerings, ensuring an even more effective route to market for brands looking to make an impact at the point of purchase.”
Long-term stability
POP Warehouse directors, Shafiqah Andrews-Moonda and Belinda Traverso, will remain actively involved, ensuring continued operational excellence and maintaining the trusted service that has defined the company’s success. Traverso highlighted the advantages of the merger.
“Joining Provantage allows us to expand our reach while upholding the high standards our clients expect. With access to Provantage’s extensive infrastructure, we can offer a more streamlined approach to print production, warehousing, and in-store execution.”
This acquisition enhances warehousing operations, event logistics, and executional capacity, creating a more efficient and connected ecosystem for clients. Dana Gordon-Davis, founding partner at Novitas Capital Advisors, emphasized the strategic value of the move:
“This integration solidifies Provantage’s position in the market by combining POP Warehouse’s logistical expertise with Provantage’s expansive media and marketing capabilities. Clients will now benefit from a fully integrated retail execution platform designed to drive value and efficiency.”
POP Warehouse and its shareholders received exclusive advisory support from Novitas Capital Advisors. The acquisition was finalized on 1 December 2024, adding 180 employees to Provantage’s workforce and reinforcing the company’s long-term stability and service excellence.