Over the last year, SAFI has worked closely with the dtic to strengthen export opportunities for South African furniture manufacturers. “Our ongoing collaboration with the dtic is vital for unlocking funding channels and creating real access to international markets,” says Symons.
Following engagements with the dtic, SAFI has begun exploring opportunities within the Individual Export Marketing and Investment Assistance (EMIA) stream, which supports instore promotions and retail-focused export initiatives. SAFI will meet with the EMIA and SSAS teams to clarify how the two funding mechanisms can be used in parallel. “Our aim is to establish whether larger, white male-owned manufacturers may be supported through EMIA while SAFI simultaneously applies for SSAS to assist emerging exporters,” explains Symons. “If we can structure these applications effectively, it would allow a broader portion of the sector toaccess export opportunities and participate meaningfully in international platforms.”
Preparations for the Morocco Outward Selling Mission are continuing, following confirmationfrom the dtic that the programme will now take place in May 2026, after the originally scheduled December 2025 mission was postponed. Eden Sleep Innovation and Buraaq Beds have both received official dtic approval to participate, with final confirmations expected closer to the revised date. For participating companies, the mission presents an opportunity to enter new markets beyond Southern Africa and establish a presence in North Africa. “This trade mission is a significant milestone for Buraaq Beds,” says Ismail Sahib, CFO and cofounder.
“Our expansion into North Africa has been carefully planned, and Morocco remains central to our export strategy.” Aldrin Errol John, Managing Director and shareholder of EdenSleep Innovation, agrees. “This mission will allow us to move beyond the SADC region and position Eden Sleep as a pan-African bedding brand,” he says. “Our roll-compressed mattresses and flat-packed bases are designed for export efficiency, reducing logistics costs by up to 85%. SAFI’s leadership has played a crucial role in identifying Morocco as a growth market and preparing us to compete with confidence.”
SAFI recently received approval for the furniture sector’s inclusion in the 2026/27 EMIA Group Funding Programme for Inward Bound Missions. However, the visa process proved more complex than anticipated, requiring in-person embassy appointments in Pretoria. After initial attempts to secure clarity, Boulle stepped in to represent SAFI on the mission. “It’s a positive outcome,” says Symons. “Greg’s extensive experience with industry chambers and export processes means he’s well positioned to engage effectively. This approval strengthens our long-term goal of securing structured export support and building real momentum toward a more globally competitive South African furniture industry.”
