South Africa’s furniture manufacturers produce exceptional products, but success depends on more than craftsmanship alone. As SAFI prepares for SARCDA in Johannesburg, the organisation is creating practical opportunities to help manufacturers reach new buyers, unlock new markets and grow sustainable businesses.
20 July 2026, Johannesburg: As South Africa’s furniture manufacturers navigate rising costs, increasing competition and changing buyer expectations, one challenge continues to unite businesses of every size: finding new customers and growing sustainably.
It’s a challenge the South African Furniture Initiative (SAFI) is tackling head-on through a growing programme of market access, export development, skills initiatives and business support – with its participation at this year’s SARCDA Christmas Show forming one of the organisation’s most visible platforms. SAFI will showcase a collective of member manufacturers at SARCDA, taking place from 12 – 14 August 2026 at the Gallagher Convention Centre.
According to Tracy Symons, Marketing Relationship Manager at SAFI, trade exhibitions are only one part of a much bigger strategy: “Manufacturing a great product is only half the equation. Businesses also need visibility, access to buyers, market intelligence, skills and the right networks if they’re going to grow. SAFI’s role is to help manufacturers access those opportunities and turn them into sustainable business.”
Built for manufacturers of every size
One of the biggest misconceptions, says Symons, is that organisations like SAFI primarily benefit larger manufacturers.
In reality, almost 60% of SAFI’s members employ between 1 and 9 people, and many are owner-managed businesses without dedicated sales, marketing or export teams. Helping those businesses grow has become one of SAFI’s defining priorities.
“Small manufacturers often produce exceptional products, but they don’t always have the resources to actively pursue new markets or promote themselves consistently,” explains Symons. “That’s where an industry association can make a real difference. By creating shared opportunities and practical support, we help level the playing field.”
At the heart of SAFI’s work is a simple objective: growing South Africa’s furniture manufacturing industry to create more jobs, strengthen local businesses and improve the sector’s long-term competitiveness.
Creating opportunities that matter
For many manufacturers, that starts with market access.
SAFI supports participation at local and international trade exhibitions, facilitates buyer engagement programmes and international trade missions and creates opportunities for manufacturers to connect directly with retailers, hospitality groups, architects, designers and procurement professionals.
Alongside its presence at both SARCDA exhibitions, SAFI intends to exhibit at the Hive Furniture Show in Dubai later this year, pending SSAS (Sector Specific Assistance Scheme) funding approval and a favourable Middle East geopolitical environment, further supporting its drive to position South African manufacturers in international markets.
This builds on previous export initiatives, including Index Saudi Arabia 2025, while new international opportunities continue to take shape. A pilot partnership in the United Kingdom is currently underway with two South African manufacturers and an industry specialist, while plans are progressing to establish a permanent showroom in Morocco through a partnership with Blue Nomads. An expression of interest will soon be issued to identify 25 South African manufacturers to participate in this initiative. Closer to home, collaborations such as Engage Trade Africa and new initiatives, including a Takealot pilot programme, are opening additional commercial channels for members.
“We’re not simply taking manufacturers to exhibitions,” says Symons. “We’re helping them better understand export markets, navigate country-specific standards and compliance requirements, identify non-tariff barriers to trade, and connect with qualified buyers. It’s about building the knowledge, relationships and capabilities needed to create sustainable, long-term export opportunities.”
Practical support beyond the exhibition floor
Trade shows are only one part of the value SAFI provides.
The SAFI website continues to evolve as a practical resource for members, bringing together information, industry updates and tools designed to support business growth. Current features include industry news, workshops, webinars and access to the Export Market Finder, while additional resources, including the online Furniture Catalogue, Employment Portal and Skills Development Portal, are being developed and expanded over time.
As the platform grows, members will increasingly be able to access market intelligence, compliance information, government tender opportunities and practical business resources in one central location, making it easier to stay informed and connected.
Beyond the website, SAFI continues to work closely with government, regulators and industry stakeholders to advocate on behalf of manufacturers and connect members with relevant financial and non-financial support programmes.
“The website is very much a work in progress, and we’re continually adding new features and resources,” says Symons. “Our aim is to create a platform that members find genuinely useful, whether they’re looking for industry information, export opportunities or ways to connect with the broader furniture manufacturing community. The more members engage with it and share their feedback, the stronger the platform will become.”
A digital shop window for South African furniture
One of SAFI’s most anticipated initiatives is its new online catalogue, currently in its final stages of testing.
Hosted on the SAFI website, the catalogue will provide a curated platform where local and international buyers can discover compliant South African manufacturers and browse their products throughout the year at a click of a button.
For many smaller businesses, this will provide affordable, year-round exposure that extends far beyond the few days of a trade exhibition.
“Being part of the catalogue is about more than visibility,” says Symons. “Because it’s hosted under the SAFI umbrella, buyers know they’re engaging with recognised and compliant manufacturers operating within South Africa’s formal furniture industry. That additional credibility helps build confidence when buyers are considering new suppliers.”
Meet South Africa’s manufacturing talent
Visitors to this year’s SAFI Pavilion at SARCDA will meet an impressive cross-section of local manufacturers, including Alifurn Outdoor Living, AMET Furnishings, Chic Fusion, Grandeur Interiors, Karoo Baba, Major John, Me&Co Furniture, NC Upholsters, RA Woodcraft, Threads That Bind Us, Ukhuni, Unearthed Home Décor and Zizamele Ceramics, together with the internationally recognised Ubuntu Curve by Nyambose Architects. Together, they represent the diversity, creativity and manufacturing capability that exists across South Africa’s furniture industry.
A stronger industry through collaboration
South Africa’s furniture manufacturing industry has experienced significant change over the past two decades, with employment declining from around 60,000 people to approximately 30,000. For SAFI, reversing that trend means helping manufacturers become more competitive, more visible and better connected to opportunities that support sustainable growth.
“No organisation creates jobs,” concludes Symons. “Businesses create jobs. Our role is to help more South African manufacturers become successful enough to employ more people, invest in new skills and build stronger businesses. When manufacturers grow, our industry grows – and that’s good for everyone.”
Whether you’re an established manufacturer or a growing small business, there’s never been a better time to become part of SAFI. Manufacturers who are not yet
members are encouraged to join through their local Furniture Bargaining Council, while existing members are urged to regularly explore the SAFI website and member portal, where a growing range of tools, resources and opportunities are available to help businesses grow, compete and succeed.
ENDS
Released on behalf of SAFI (https://furnituresa.org.za), by The Line (ant@theline.co.za).
About SAFI
The South African Furniture Initiative (SAFI) is the recognised industry association for South Africa’s formal furniture manufacturing sector and the implementing agent for the Furniture Industry Master Plan. Established in 2016, SAFI works to strengthen the competitiveness, sustainability and growth of the industry through market access, export development, skills development, advocacy and industry collaboration. It supports manufacturers by creating opportunities to connect with buyers, access new markets, develop skills and improve competitiveness. Membership is available at no cost to compliant manufacturers registered with one of South Africa’s recognised Furniture Bargaining Councils, helping build a stronger, more connected and globally competitive furniture industry.
