The South African furniture industry operates in a competitive and often unpredictable environment. Manufacturers are navigating rising input costs, regulatory complexity and sustained import pressure, while still being expected to innovate, create jobs and expand into new markets. In this context, industry representation must be focused, practical and accountable.
Over the past two years, SAFI has strengthened its foundations to fulfil that role effectively. We refreshed our brand, clarified our mandate and rebuilt our digital platforms to better serve manufacturers. We re-engaged national and provincial partners, aligned more closely with the objectives of the Furniture Industry Master Plan and sharpened our export focus. This work restored confidence, improved credibility and positioned SAFI as a serious industry partner with clear direction.
In 2026, the emphasis shifts from preparation to implementation. The groundwork has been laid and now, the priority is delivery. This is the year we convert frameworks into action and commitments into measurable outcomes.
Export development remains central to SAFI’s strategy. The Export Market Finder is live and already supporting international visibility, while the National Furniture Catalogue is currently in development and will be launched shortly. Structured trade participation, buyer engagement programmes and a coordinated funding strategy are now moving into implementation. The objective is clear: sustained market presence and commercially viable relationships that translate into orders, revenue and long-term growth.
Trade facilitation and advocacy continue with renewed focus. Engagement with SARS, ITAC, SABS and the NRCS remains critical as we address tariff classifications, under-declared imports and evolving regulatory requirements. Fair competition and compliance clarity are essential for manufacturers operating in a demanding environment.
Skills development also moves into a more active phase. Qualification roll-out, accreditation readiness and workplace-based learning initiatives will receive focused attention. Rebuilding skills pipelines is essential if the sector is to grow sustainably.
Our communications work in 2025 delivered tangible results. Media visibility increased and digital campaigns generated export and skills enquiries, demonstrating that targeted messaging can create opportunities. In 2026, communication will remain purposeful and aligned to industry priorities.
SAFI’s role is to connect, enable and represent the industry. We will continue building platforms and strengthening strategic partnerships. Real progress, however, relies on active member involvement. Participate in the catalogue rollout. Respond professionally to buyer enquiries. Prepare thoroughly for export compliance obligations. Invest consistently in skills development and business capability.
2026 is about delivery. It is about moving forward together with clarity, discipline and confidence in the industry we represent. There is resilience in our manufacturers and real opportunity ahead. With collective effort, 2026 can be defined by visible success and renewed belief in the strength of South African furniture manufacturing.
Greg Boulle
Chief Executive Officer
South African Furniture Initiative (SAFI)
