Unlocking export potential

SAFI’s role in the SA furniture industry’s export strategy.

SAFI, in partnership with the Department of Trade, Industry, and Competition (DTIC), commissioned a comprehensive study to develop an export strategy for the SA furniture industry. The report, conducted by Trade Research Advisory (Pty) Ltd, a research firm affiliated with North-West University, was finalised on 7 January 2025, after more than 6 months of extensive research, data analysis and industry engagement.

The study provides a data-driven roadmap for furniture manufacturers, identifying realistic export opportunities (REOs) and outlining strategies to enhance global competitiveness. With a focus on market access, capacity building and product innovation, it offers a structured approach to position SA furniture businesses for export success.

Why this report matters

For local furniture manufacturers, exporting is no longer just an option – it’s a necessity in an increasingly competitive global market. This report provides data-backed insights into where local furniture has the most potential for success, how to overcome trade barriers, and what steps manufacturers should take to become internationally competitive.

It focuses on 15 key furniture product categories, including upholstered seating, case goods, office and school furniture and mattresses. By analysing market demand, trade patterns and accessibility, it prioritises export destinations and provides actionable recommendations to help businesses expand their footprint beyond local shores.

How this report formalises the export strategy

One of the key achievements of this study is its structured methodology, which balances short-term growth opportunities with long-term market expansion. The TRADE-DSM© methodology, combined with Multi-Criteria Decision Analysis (MCDA), was used to match export-ready products with viable international markets.

Key elements of the strategy include:

1. Market prioritisation: The study identifies top export destinations based on trade potential, market connectedness and industry interest. The leading export markets include the United States, the UK, Germany, Belgium and the Netherlands, while African markets such as Zambia, Ghana, Kenya and Mozambique also offer strong growth potential.
2. Capacity building: Many manufacturers are not yet export-ready. The strategy highlights the need for training, technical support and infrastructure investment to enhance competitiveness and meet international trade standards. The report encourages businesses to improve product quality, streamline logistics and reduce export costs.
3. Industry collaboration: The study recommends that businesses pool resources for market research, branding initiatives, and strategic collaboration to enhance South Africa’s presence in global furniture markets. Given the high costs of trade fairs, SAFI is exploring the facilitation of inward-bound trade missions (IBMs) as a more viable alternative. Once buyers are identified in the target markets, these IBMs will provide a focused and cost-effective platform for engagement. SAFI will drive this collaboration to ensure a unified and competitive export offering.
4. Product development and sustainability: Global consumers are increasingly prioritising sustainable and innovative designs. The strategy encourages manufacturers to align with this demand by focusing on eco-friendly materials, unique design elements and high-quality craftsmanship.
5. Branding and marketing: A strong national identity for SA furniture is essential for long-term export success. The study suggests national branding initiatives, such as “Seated by South Africa” or “Comfort from South Africa,” to highlight quality, sustainability, and design excellence.

Expanding into new markets

The study categorises export opportunities into tiers, helping businesses prioritise their efforts. Tier 1 markets, including the United States, Germany, the UK, Belgium, Canada and the Netherlands offer immediate opportunities with high trade potential. As well as select African countries, present medium- to long-term growth potential. African markets are also a key focus. The report identifies Zambia, Ghana, Kenya and Mozambique as strong opportunities, highlighting regional trade agreements and growing consumer demand for locally manufactured furniture.

The way forward

While SAFI is still in the process of developing a comprehensive export strategy – drawing on recommendations while refining the approach to align with industry needs – the focus remains on expanding South Africa’s furniture footprint in global markets. Currently, SAFI is engaging with key local organisations such as WESGRO, DTIC, TIKZN, Eastern Cape Development Corporation (ECDC) and the Gauteng Growth and Development Agency (GGDA) to secure support in identifying buyers in priority markets. Additionally, outreach efforts extend to embassies, chambers of commerce, and trade attachés in target countries to further strengthen buyer connections.
At the same time, SAFI is conducting extensive research into EU compliance regulations to help the industry meet export requirements. Manufacturers looking to take the next step can access SAFI’s growing network, market intelligence, and industry partnerships to navigate the complexities of international trade.