Ready to export? SA furniture makers encouraged to step onto the global stage

South African furniture manufacturers are being encouraged to gear up for export as global demand grows. With SAFI’s support, businesses can overcome key barriers and seize new opportunities in international markets.

31 July 2025, Johannesburg: South Africa’s furniture manufacturers are standing at a crucial threshold. While global markets are actively seeking ethically sourced, design-led products from regions like ours, securing a foothold requires more than just a great product. It demands readiness – and that’s where many businesses fall short.

The South African Furniture Initiative (SAFI), a public–private partnership that champions the growth and global competitiveness of the local furniture sector, is working to change that. Through strategic collaborations, SAFI is supporting manufacturers in navigating the complex realities of export readiness. From accessing funding opportunities to overcoming practical, commercial and regulatory hurdles, these partnerships play a vital role in helping local businesses participate in global markets more effectively.

One of the more immediate opportunities is Index Saudi – taking place from 17 to 19 September 2025 in Riyadh. SAFI will be supporting 11 local businesses showcasing at the event – helping them take their first step into the Gulf Cooperation Council (GCC) region. This leading interior design and fit-out exhibition attracts buyers from across the GCC, offering a valuable entry point into a region known for large-scale hospitality, residential and commercial developments. For those exhibiting, Index Saudi presents not only a platform to showcase quality craftsmanship and network with potential buyers, but also an opportunity to gather vital Competitive Intelligence (CI) to improve their offering.

Says Tracy Symons, SAFI’s Marketing Relationship Manager: “The goal is to support smarter business decisions, improve strategy and give local organisations a competitive edge.”

It takes more than a good product

According to Symons, navigating the path to export readiness involves more than simply having a high-quality product: “Success in international markets requires a solid understanding of buyer expectations, incoterms, regulatory requirements and global sustainability standards. Through various industry initiatives and by sharing valuable insights we have learned along the way, we’re helping to highlight what’s involved. We’re actively committed to guiding manufacturers towards the right resources to support their export journey.”

What buyers are really saying

During a recent export readiness pilot conducted in partnership with the Southern African-German Chamber of Commerce and Industry (SAGCC) and German furniture importer ECI, SAFI received clear feedback on the key challenges preventing many local manufacturers from breaking into international markets. While buyers were impressed by the quality and potential of the products, several red flags emerged:

• Incomplete pricing: Many businesses failed to quote in euros or did not include full product details, such as dimensions, materials and shipping specifications. Without these, buyers cannot evaluate the total landed cost or compare offers fairly.
• Lack of market familiarity: Pricing and packaging decisions were often made without referencing actual retail prices or expectations in the EU market. Buyers noted that South African pricing was, on average 30% too high for mass-market segments, with little effort made to align products with consumer trends or competitor benchmarks. Manufacturers are encouraged to assess whether their pricing aligns with similar products already available in their target export markets.
• Compliance gaps: Single certifications, like Forest Stewardship Council (FSC), were mistakenly assumed to be sufficient for EU market entry. In reality, buyers require evidence of full compliance with regulations such as EUDR (EU Deforestation Regulation), REACH (Registration, Evaluation, Authorisation and Restriction of Chemicals), and in some cases, CE (Conformité Européenne– French for “European Conformity”) marking for electronics and formaldehyde limits for upholstery. A lack of these documents can immediately disqualify a product from consideration.
• Slow or inconsistent communication: Delayed responses, incomplete answers or failure to follow up were seen as signs of unreliability. Buyers expect replies within 24 hours and prefer clearly structured, professional formats when receiving quotations or technical information.
• Poor presentation quality: Product images were often low resolution, catalogues were unbranded or incomplete, and online presence, such as websites, social media platforms and LinkedIn profiles were outdated or missing. These shortcomings undermine trust and make it difficult for buyers to assess a supplier’s professionalism.
• Weak logistics and legal knowledge: Many companies lacked basic understanding of Incoterms, VAT rules for exports, or how to prepare key export documents like the SAD 500 or packing lists. This creates delays, compliance risks and uncertainty around delivery costs – all of which are red flags for foreign buyers.

“These are all avoidable pitfalls,” says Symons. “But they make the difference between being seen as a serious export partner or not.”

Laying the groundwork for export success

Recognising that many local manufacturers feel overwhelmed by the complexities of exporting, SAFI is taking a collaborative approach to help the industry better understand what’s involved. SAFI is actively exploring available tools and pointing businesses towards credible resources, training and expert advice.

“Being export-ready means more than just shipping a product,” says Symons. “You need to arrive at the table with competitive pricing in euros, packaging specifications, logistics planning and full compliance documentation. That’s what global buyers expect.”