Stitching success: Auvergne’s recipe for resilience and growth

Johannesburg-based Auvergne Designs is proving that South Africa’s furniture industry can compete globally – by investing in people, preserving craftsmanship and leveraging SAFI’s support to turn local skill into international opportunity.

14 August 2025, Johannesburg: In Johannesburg’s competitive furniture scene, Auvergne Designs has been a constant for more than 20 years. The company is best known for its sleek, contemporary upholstered pieces, from elegant headboards and sleigh beds to striking chaises and occasional chairs, all designed for decorators, retailers and commercial clients.

But while its furniture exudes style and sophistication, Auvergne’s story is about far more than beautiful products. It is about resilience, adaptability and the belief that investing in people is the surest way to secure the future of South Africa’s furniture industry.

Navigating a sector under strain

Over the past two decades, the country’s furniture sector has been under growing pressure from cheap imports. The impact on employment has been stark. “Furniture sector employment in South Africa has dropped from 59,000 jobs in 2002 to just 30,000 today – a clear signal that urgent support is needed if we want to safeguard this industry,” says Greg Boulle from the South African Furniture Initiative (SAFI).

For SAFI member, Auvergne Designs, the challenge posed by imports became a catalyst for change. “The rise in imported furniture was a wake-up call,” recalls Managing Director, Craigh Thompson. “We could either fold or fight back, and we chose to invest in people.”

Building skills for the future

That choice led to the establishment of a fully equipped, SETA-accredited training facility. Here, young South Africans gain practical, job-ready skills in upholstery and furniture manufacturing, ensuring the knowledge and craftsmanship behind each piece are passed on to the next generation.

“Skills development isn’t just a tick-box for us,” Thompson explains. “It’s about empowerment – creating real opportunities and building a stronger, more self-reliant local industry.”

Auvergne’s commitment to handcrafting sets it apart. Around 80% of its production is done by hand, with less than 20% mechanised. This labour-intensive approach not only creates more jobs, but also allows for rigorous quality control and higher production volumes while remaining cost-competitive. “Handmade doesn’t have to mean slow or expensive,” says Thompson. “For us, it means considered, consistent and community-driven.”

A story that resonates internationally

In a world where buyers increasingly want more than the cheapest option, Auvergne’s people-first philosophy is gaining traction internationally. “Buyers are looking for quality and they want a story,” Thompson notes. “We offer both – a product made with care, and the knowledge that every piece supports a livelihood.”

The SAFI connection

While Auvergne has the vision, SAFI has provided the platform and industry connections to help realise it. Through mentorship, advocacy and targeted trade initiatives, SAFI has supported the company’s entry into the export space, helping them enable shipments to neighbouring countries and exploration of new markets.

“SAFI’s support has been key,” Thompson says. “They’ve helped us sharpen our operations, connect with potential buyers and gain the confidence to think bigger.”

This kind of backing is one of the tangible benefits of SAFI membership – access to industry expertise, promotional opportunities and initiatives designed to help local manufacturers compete both at home and abroad.

Crafting a future worth fighting for

For Auvergne Designs, growth is measured not only in sales but in the number of lives touched. “Every handmade piece supports a livelihood,” Thompson says. “We’re not just building products, we’re building futures.”

With strong local roots, increasing global interest and the support of SAFI’s network, Auvergne Designs is proving that South African manufacturers can hold their own in the global marketplace – not by cutting corners, but by doubling down on craftsmanship, creativity and community.

As Boulle concludes, “Businesses like Auvergne show what’s possible when we invest in skills, innovation and quality. They remind us that our furniture sector’s greatest strength lies in its people, and with the right support, we can keep those skills alive for generations to come.”

ENDS

Released on behalf of the South African Furniture Initiative (www.southafricanfurnitureinitiative.co.za) by The Line 9ant@theline.co.za).