Adaptability is becoming furniture manufacturing’s most valuable asset
As South African furniture manufacturers navigate rising costs, global competition and increasingly complex export requirements, one quality is emerging as a key differentiator: adaptability. This is the view of Jacques Louwrens, Director of Etvaal Furniture Manufacturers, who believes the industry’s future will belong to businesses that can respond quickly to changing market conditions, embrace innovation and prepare for the demands of global trade.
“People quote Darwin saying that it is the strongest that survive, the fittest. But that is not what he said: he said it is those who are the most flexible, those who can adapt to change, who survive,” says Louwrens. His comments come at a time when manufacturers are facing pressure from low-cost imports, infrastructure constraints, skills shortages and shifting consumer expectations.
Yet, according to Tracy Symons, Marketing and Relationship Manager at the South African Furniture Initiative (SAFI), these challenges are also creating opportunities for businesses prepared to evolve: “The manufacturers that are thriving are often those that remain agile and forward-thinking. We’re seeing increasing interest in locally manufactured furniture, stronger conversations around sustainability and a growing recognition that South African manufacturers have unique strengths that can compete both locally and internationally.”
Local manufacturing still has an edge
While imported products continue to dominate many segments of the market, Louwrens believes local manufacturers have advantages that should not be underestimated: “Consumers and retailers are increasingly recognising the value of locally produced products, particularly where quality, service and reliability are important.”
The ability to offer shorter lead times, greater flexibility and products tailored to local consumer preferences gives domestic manufacturers an important competitive edge. These are benefits that many imported products struggle to replicate, says Symons: “South African manufacturers understand local markets in a way that overseas producers often cannot. When you combine that with quality craftsmanship and responsive service, it creates a compelling value proposition.”
Export readiness is no longer optional
One of the most significant shifts taking place globally is the growing importance of compliance, traceability and sustainability. Through SAFI’s EUDR pilot programme, participating manufacturers have gained first-hand insight into the standards increasingly required by international markets.
“The EUDR pilot programme has highlighted just how important traceability, compliance and supply chain transparency are becoming within global trade,” says Louwrens.
Rather than viewing these requirements as barriers, he believes manufacturers should see them as opportunities. “If we position ourselves correctly, compliance and sustainability could become competitive advantages rather than barriers.”
Symons notes that this message is resonating strongly across the industry: “Export markets are becoming more sophisticated. Buyers want to know where products come from, how they are manufactured and whether they meet environmental and sustainability standards. The businesses preparing for these requirements today will be the ones best positioned for tomorrow’s opportunities.”
Learning from global markets
SAFI has also been facilitating connections between local manufacturers and international industry specialists, including Jörn Brenscheidt from Hokon in Germany and UK furniture industry expert Mark McCann. “International relationships are extremely valuable because they expose local manufacturers to global trends, technologies, standards and market expectations,” says Louwrens.
According to Symons, these engagements are helping South African manufacturers better understand export opportunities while identifying the characteristics that make local products distinctive in international markets: “Collaboration and knowledge-sharing are critical. Manufacturers don’t have to navigate these changes alone. By learning from global experts and from one another, the industry becomes stronger and more competitive.”
Building the factory of the future
Technology, automation and digital manufacturing are expected to play an increasingly important role in furniture production over the next decade. “Automation does not necessarily mean replacing people. It means improving productivity, consistency and competitiveness,” says Louwrens. At the same time, he believes investment in technology must be matched by investment in people: “Future manufacturers will require a combination of traditional craftsmanship, technical expertise and problem-solving skills.”
Symons elaborates: “The future of South African furniture manufacturing will depend on collaboration, innovation and a willingness to adapt. The opportunities are there. The challenge is ensuring that we prepare for them together.”
For Louwrens, the outlook remains positive: “The industry is stronger when manufacturers work together on common priorities such as skills development, localisation, export readiness, sustainability and policy engagement.”
As the industry continues to evolve, one thing appears increasingly clear: in a rapidly changing world, adaptability may prove to be furniture manufacturing’s most valuable asset.
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 representative body for South Africa’s furniture manufacturing industry, working to strengthen competitiveness, create jobs and unlock growth opportunities across the sector. SAFI supports manufacturers through advocacy, export development, skills development, localisation initiatives, industry research, compliance support and market access programmes.
The organisation also facilitates collaboration between manufacturers, government, educational institutions and industry stakeholders to address shared challenges and opportunities. Through initiatives such as trade missions, export readiness programmes, industry events and strategic partnerships, SAFI is helping to position South African furniture manufacturers for sustainable growth both locally and internationally.