FURNITURE
Turning export ambition into market access
In 2025, SAFI moved export growth from theory into action. This was evident in South Africa’ s debut participation at Index Saudi Arabia, where local manufacturers were introduced to international buyers actively seeking new supply partners. At a regional level, SAFI also strengthened market connections through Engage Trade Africa, enabling engagement with retailers, procurement groups and e-commerce platforms.
“ Our focus is not on exposure for exposure’ s sake,” says SAFI Marketing Relationship Manager, Tracy Symons.“ It’ s about informed market entry. Manufacturers need to know the market before they ship product, and our job is to replace guesswork with strategy.”
With domestic demand under pressure, access to overseas markets offers manufacturers stability, growth and protection against relying on a single economy.“ Exporting isn’ t just about sales,” Symons adds.“ It’ s about long-term security and building a sustainable future for South African manufacturing.”
Skills development that strengthens
If export access is the growth engine, skills development is the chassis. The organisation says it intensified its investment in artisan training, accreditation support and qualification alignment across the sector in 2025.
“ Skills development is not a tick-box exercise – it is a commercial strategy,” says Lynn Adonis, SAFI’ s Qualifications Manager.“ Factories with trained, competent staff produce better quality, deliver faster and waste less. That improves margins, reputation and sustainability.”
Throughout the year, the organisation expanded partnerships with technical colleges, universities and manufacturers, fast-tracked the Quality Council for Trades and Occupations( QCTO) accreditation processes, and rolled out facilitator and assessment training programmes nationwide, helping many businesses.
“ We are building a skilled workforce that supports production from the inside out,”
Adonis says.“ It is about creating confident artisans who add real value on the factory floor.”
A stronger industry starts with fair conditions
The organisation continues to push for fair trade conditions, proper enforcement and realistic procurement policies through the Furniture Industry Master Plan.
“ Local manufacturers cannot compete against under-declared imports and uneven regulation,” Boulle explains.“ Our role is to ensure furniture manufacturing is treated as a strategic economic sector, not as an afterthought.”
“ Manufacturing only works if the playing field is level. Advocacy still matters, but today it is about outcomes, not meetings.”
Digital tools for real business decisions
In 2025, SAFI took formal steps into digital enablement with the rollout of its new website and the development of its upcoming Export Markets Platform.“ This tool will be transformational,” says Symons.
“ For the first time, furniture manufacturers will have access to live market intelligence specific to their product categories.”
The platform will provide country-level trade insights, product demand patterns and export signals, allowing manufacturers to plan international growth based on data, not guesswork.
Driving future-forward industry growth
Speaking to the furniture industry at large, Boulle says that the Initiative“ is about positioning your business properly for the next phase of manufacturing in South Africa. This means higher operational standards, wider market access and stronger systems that support long-term growth.”
In a sector facing tightening regulation and rising global competition, SAFI membership is no longer just representation, it is protection, progression and opportunity built into one framework.“ SAFI is committed to ensuring that South African manufacturers enter 2026 with confidence and leave it stronger,” Boulle concludes.
www. tobuild. co. za | autumn 2026 83