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The South African Furniture Initiative (SAFI) advocates for choosing locally made furniture not just for its style but for its quality, faster delivery and the local jobs it sustains. Buying homegrown furniture strengthens the economy, boosts craftsmanship and creates a more resilient supply chain.
The South African Furniture Initiative (SAFI) is urging consumers and retailers to prioritise locally manufactured furniture. By supporting homegrown furniture makers, buyers not only receive superior quality and shorter turnaround times, but also contribute to the local economy and job market.
“By choosing local furniture, we are investing in the future of our industry, keeping jobs in the country, and reducing our reliance on unpredictable international supply chains,” says Greg Boulle, CEO of SAFI.
Once a significant employer, South Africa’s furniture industry has experienced a gradual decline in employment, partly due to increased reliance on imports. A recent study, commissioned by the South African Furniture Initiative (SAFI) in partnership with the Department of Trade, Industry, and Competition (DTIC), presents a strategic analysis to inform the development of an export strategy for the South African furniture industry. Conducted by Trade Research Advisory and innovated by the North-West University, the study reveals that while employment in the broader industry has seen long-term contraction, formal manufacturing jobs – tracked by StatsSA over the past decade – have remained relatively stable. In fact, employment in the formal sector in 2023 shows a slight increase compared to 2014. Revitalising local production and boosting exports could unlock further job growth, supporting artisans, carpenters, upholsterers and small businesses across the country.
Building a resilient furniture industry
In the report, Dr Martin Cameron, economist and Managing Director of the Trade Research Advisory, explains that global supply chain disruptions have underscored the importance of local production: “Increasing local production capacity is crucial for building resilience in the local furniture industry. By reducing dependence on imports, South African retailers and manufacturers can better control their supply chains and mitigate risks associated with global disruptions. This approach aligns with the broader trend of reshaping the global trade paradigm towards sustainability, security, diversity and transparency in supply chains.”
The value of buying local
Supporting the local furniture industry does more than sustain jobs – it fosters innovation. “When consumers support the local furniture industry, it enables manufacturers to invest in innovation and advanced manufacturing technologies,” says Dr Cameron. “This enhances the competitiveness of South African furniture manufacturers and also contributes to our industry ultimately being able to compete internationally and earn export revenue for South Africa.”
He highlights the fact that the furniture industry can play a key role in addressing South Africa’s youth unemployment crisis: “By focusing on skills development, the sector can create a skilled workforce aligned with industry needs. But this can only happen if there is sufficient demand for products from the domestic consumer.”
Shifts in the furniture job market
Employment in the sector has been declining due to multiple factors, including high production costs, competition from lower-cost imports and technological advancements. “There is a skills mismatch in the labour market, with many workers not trained to the level that modern furniture producers require,” says Dr Cameron. He further notes that South Africa’s slow economic growth has also negatively impacted demand for locally produced furniture.
To revitalise job opportunities, Dr Cameron believes investment in skills development, local manufacturing support and ‘Buy SA’ campaigns are essential: “Incentivising innovation and technology adoption, while simultaneously developing export capabilities, will strengthen South Africa’s furniture sector.”
Navigating import challenges
While imported furniture offers variety, relying too heavily on it can present challenges, notes Dr Cameron: “High import dependency for furniture presents several risks and limitations for South African businesses and consumers.” He lists the main ones as follows:
- Exchange rate fluctuations, which significantly impact pricing stability and profit margins.
- Economic drain, as a significant portion of consumer spending on furniture leaves the South African economy, reducing job creation potential.
- Skills erosion, as reliance on imports leads to a decline in domestic furniture production capabilities, resulting in a loss of skilled labour and traditional craftsmanship.
- Supply chain vulnerabilities, as seen during the COVID-19 pandemic, where global disruptions led to inventory shortages and delivery delays.
- Limited customisation, since many imported products are designed for global mass markets and may not cater to local consumer preferences.
- Environmental concerns, as long-distance transportation increases carbon emissions, conflicting with growing demand for sustainable products.
South Africa’s role in the global market
There is significant opportunity for South Africa to grow its furniture exports, provided the right strategies are in place. Dr Cameron identifies several factors that can enhance competitiveness, including:
- Quality and craftsmanship: Ensuring high-quality materials and exceptional craftsmanship to stand out from mass-produced alternatives.
- Design innovation: Offering unique designs tailored to international trends and tastes.
- Sustainability: Using eco-friendly materials and sustainable production practices to appeal to environmentally conscious buyers.
- Cost efficiency: Streamlining production without compromising quality to remain price-competitive.
- Branding and marketing: Strengthening brand identity and increasing visibility in international markets.
- Export incentives: Leveraging government incentives and trade agreements to reduce barriers to entry.
- Customer service and support: Providing strong after-sales support to enhance customer satisfaction and loyalty.
- Adaptability: Adjusting to different market demands and cultural preferences to appeal to global consumers.
“Beyond industry efforts, South Africa must improve its broader economic conditions to support exports,” Dr Cameron adds. “Infrastructure reliability, transport logistics, education and vocational training, and stable business environments are crucial for attracting global buyers.”
Collaboration for industry growth
To drive industry-wide growth, partnerships between government, the private sector, and industry organisations like SAFI are essential. SAFI plays a crucial role in advocating for manufacturers, connecting them with resources and ensuring that policy support aligns with the industry’s needs. According to Dr Cameron, these kinds of partnerships and government support should aim to help manufacturers in the following ways
- Financial incentives: Providing grants, subsidies or low-interest loans to help manufacturers invest in technology and expansion.
- Skill Development programmes: Collaborating on training initiatives to enhance workforce capabilities.
- Research and development: Funding innovation in furniture design and sustainable production.
- Export promotion: Supporting trade missions and international trade fair participation.
- Infrastructure development: Investing in logistics to improve supply chain efficiency.
- Regulatory support: Simplifying processes to encourage business growth.
- Sustainability initiatives: Incentivising environmentally friendly practices through certifications and policy support.
“The South African furniture industry has enormous potential. With the right support, we can create jobs, grow exports, and establish South Africa as a leading furniture manufacturing hub,” notes Dr Cameron.
The time to buy local Is now
For South African consumers and businesses, choosing local furniture is more than just a transaction – it’s an investment in the country’s economy, job market and future growth.
“If we want to rebuild our industry and create sustainable jobs, we need to make buying local a priority,” Boulle concludes. “Every purchase makes a difference, and together, we can strengthen South Africa’s furniture sector for generations to come.”
For more information or to become a SAFI member, visit www.southafricanfurnitureinitiative.co.za.