Message from the CEO

Dear SAFI Members,

As we move into 2025, there’s a renewed energy in our industry. The South African (SA) furniture sector is evolving, and while we still face challenges, we have more opportunities than ever to grow, innovate and make our mark locally and internationally. At SAFI, we are committed to supporting you – whether it’s securing fairer government procurement policies, expanding export opportunities, or ensuring our workforce has the skills to meet future demands.

One of the key areas we’ve been focusing on is local procurement. After extensive discussions with the DTIC procurement department, we’ve successfully clarified how local content should be calculated to ensure fairer tender processes for SA manufacturers.

Beyond our borders, exports remain one of the most exciting growth opportunities for SA furniture manufacturers. We recently completed an in-depth export research project, which identified key markets where demand is strong and where our products have the best chance of success. Among international markets, the United States, the United Kingdom, Belgium, the Netherlands, Canada and Germany have emerged as strong contenders, while within Africa – Zambia, Ghana, Kenya, Mozambique, Mauritius and Morocco present great opportunities for local exports too.

A strong industry needs skilled people, and right now, we are facing serious shortages in key areas such as upholstery, cabinet making and furniture design. Our Skills Development Task Team has been working on a comprehensive strategy to bridge this gap. An important initiative, the Recognition of Prior Learning programme, will formally certify experienced artisans who may not have traditional qualifications. We are also strengthening partnerships with TVET colleges to ensure that training aligns with industry needs. Looking ahead, we plan to launch an SMME training incubator that will provide practical skills development for small manufacturers, ensuring they can remain competitive in a changing market.

A major step forward in connecting local manufacturers with buyers is the SAFI Catalogue Initiative, a digital platform designed to showcase SA furniture to corporate buyers, government procurement officials, and international resellers. This structured, user-friendly resource will feature detailed product listings, a SAFI product ID system for easier tendering, downloadable spec sheets, and a dealer locator. The soft launch on 1 March 2025 will allow for refinements before the full rollout on 1 June 2025. In parallel, SAFI’s website redesign, launching on 1 April 2025, will offer a more accessible and engaging experience for industry members.

On the marketing front, SAFI’s visibility continues to grow. Our transition to Adhesion as our social media and PR partner has already yielded great results, and you may have seen our recent media features highlighting the importance of local manufacturing in the face of rising imports.

As we look ahead, our focus remains on practical solutions – whether it’s advocating for better procurement policies, helping businesses explore export markets or ensuring that our workforce is skilled and future-ready. The success of our industry depends on collaboration, and we encourage all members to take advantage of the opportunities available, whether through training, research or industry events.

Thank you for being part of this journey. Together, we can strengthen the SA furniture industry and build a future that benefits us all.

Here’s to a successful and productive 2025!

Greg Boulle

CEO, South African Furniture Initiative (SAFI)