From 27 to 30 October, SAFI represented South Africa’s furniture manufacturing sector at Engage Trade Africa (ETA) in Durban, working closely with Catalyze to coordinate exhibitor participation, finalise profiles, and engage directly with buyers and stakeholders. “Our aim was to ensure South African manufacturers were visible, well-prepared, and positioned for meaningful engagement,” says Symons.
Nine SAFI members took part, namely Furniture Perfection, Home Concept, Bravo Brands, Lylax/Serta, Fairprice, Ukhuni, NC Upholsters, The Urbanative and Classic Revivals. SAFI also distributed catalogues and price lists for members who were unable to attend, ensuring broader visibility among regional buyers. The mission additionally sparked new membership interest, with Me&Co joining SAFI as a full member following the event.
As a furniture manufacturer that recently registered with the Western Cape Bargaining
Council, Me&Co becomes the third Eastern Cape manufacturer to join SAFI since the Council extended its scope to cover the province. This is a significant development for strengthening formal compliance and sector cohesion in the region.
“Although attendance was lower than expected, ETA provided valuable opportunities to strengthen networks and assess where greater support is needed,” notes Symons. SAFI held 16 prearranged meetings and several informal engagements with organisations including Takealot, Amazon, Infinity Blue Commerce and PUM Netherlands. “These discussions revealed promising avenues for export readiness, e-commerce collaboration and sustainable product development,” she adds.
SAFI CEO, Greg Boulle, describes ETA as “an important learning curve for future regional trade engagement.” He emphasises the need for earlier coordination with agencies such as Trade & Investment KwaZulu-Natal (TIKZN), Eastern Cape Development Corporation (ECDC), Gauteng Growth and Development Agency (GGDA) and Wesgro to improve buyer sourcing and sponsorship access. “With stronger alignment and preparation, South African manufacturers can gain real value from these platforms,” he says.
