Building a globally competitive furniture industry requires more than strong manufacturing capabilities. It also depends on access to international markets, reliable supply chains, technical expertise and strategic partnerships. According to Tracy Symons, Marketing Relationship Manager at SAFI, recent engagements with German industry veteran, Jörn Brenscheidt, could create valuable opportunities for local manufacturers in all these areas.
“SAFI’s role is to create connections that can help our members grow,” says Symons. “When we identify individuals with extensive international experience and networks, it is important that we facilitate conversations that could open doors for South African manufacturers.”
Brenscheidt, Managing Director of German company, Hokon, has more than 25 years of experience in the furniture, board manufacturing and international sourcing sectors. Through his operations in Europe and China, he has developed extensive expertise in furniture production, raw material procurement, export markets and manufacturing optimisation. He is also highly knowledgeable about the European Union Deforestation Regulation (EUDR), an increasingly important consideration for manufacturers seeking to export into European markets.
“Jörn’s understanding of international supply chains and emerging compliance requirements is particularly valuable,” says Symons. “As South African manufacturers increasingly explore export opportunities, access to this type of knowledge can make a significant difference.”
During a recent visit to South Africa, Brenscheidt toured several SAFI member facilities, including RA Woodcraft, Pierre Cronje, Etvaal and Auvergne. The visits allowed him to gain firsthand insight into the quality, craftsmanship and production capabilities available within the local furniture manufacturing sector.
“One of the things that impressed Jörn was the standard of manufacturing he encountered,” says Symons. “There is often a perception internationally that South African manufacturers are only serving local markets, but we have companies producing work that can compete with the best in the world.”
The discussions quickly moved beyond introductions and into practical opportunities for collaboration. Among the most exciting prospects is a luxury residential development currently under construction in Addis Ababa, Ethiopia. The project involves the fit-out of a five-storey villa spanning approximately 1,000m² and incorporating bespoke furniture, kitchens, joinery, office spaces, entertainment areas and luxury interiors.
“Originally, much of the project was expected to be manufactured in China,” explains Symons. “However, after meeting local manufacturers, Jörn began exploring whether substantial portions of the work could instead be produced in South Africa through partnerships with SAFI members.”
Discussions are already under way between Brenscheidt, Johan Pienaar of Pierre Cronje, and Rudolf Zuidema of RA Woodcraft, regarding potential participation in the project. “What makes this particularly interesting is that it is not being viewed as a once-off opportunity,” says Symons. “The intention is to establish relationships that could lead to future projects and ongoing collaboration across multiple markets.”
Beyond project opportunities, Brenscheidt has expressed a strong interest in helping strengthen local supply chains. Through his international sourcing networks, he believes there may be opportunities to improve the quality, availability and pricing of key materials used by South African furniture manufacturers.
“Reliable access to quality raw materials remains a challenge for many manufacturers,” says Symons. “Jörn believes there may be opportunities to leverage his networks to secure better pricing, improved quality and more consistent supply, which could ultimately strengthen the competitiveness of local businesses.”
For SAFI, the engagement aligns closely with broader industry objectives of increasing exports, improving competitiveness and expanding international relationships. Germany remains one of South Africa’s priority export markets, while initiatives such as the African Continental Free Trade Area (AfCFTA) continue to create new opportunities across the continent.
“Partnerships like these demonstrate the value of building international relationships,” concludes Symons. “Whether it is market access, technical knowledge, supply chain support or export opportunities, collaboration has the potential to unlock real growth for South African furniture manufacturers and help position the industry for long-term success.”
