SAFI has officially launched its newly expanded website, marking a milestone in improving industry visibility and access to market intelligence. The new platform has been designed as a central information hub for members, partners and international buyers, providing tools that directly support export growth, skills development and sector collaboration.
A major highlight of the upgrade is the forthcoming Export Markets Tool, now fully approved and currently in development. Andrew Wheeler from SAFI’s advertising and digital marketing agency, Adhesion, has already begun building the platform, which will feature 272 live pages across 15 product categories and 34 countries. The tool has not yet launched and is scheduled for release in early 2026.
Each page will offer detailed data on trade potential to help South African manufacturers identify their strongest export opportunities. “This tool will be a game-changer for the furniture industry,” says Symons. “It will give manufacturers the insights they need to approach global markets more strategically and confidently.”
The new site will also introduce improved login access for members and associate members, enabling them to update company information, access resources and view exclusive content. The new skills development portal, recently approved by the Audit Committee, is now in development and scheduled for launch early next year too.
Work on the digital catalogue is also being handed over to Wheeler, with the scope currently under review. While the aim is to enhance the existing system rather than rebuild it entirely, budget has been approved should a full redevelopment be required. “The new website represents a major step in connecting the local industry with global buyers,” adds Symons. “It’s about giving South African furniture manufacturers the visibility and digital presence they deserve.
By consolidating our data, our members and our story in one platform, we’re building a stronger foundation for growth and international recognition.”
