Crafted in SA, Coveted Worldwide: South African Furniture Steps onto the Global Stage

South African furniture manufacturers are stepping onto the global stage with the support of SAFI. From export readiness to outbound trade initiatives, the industry is breaking barriers and turning local craftsmanship into international opportunity.

South African furniture manufacturers are redefining their place in the global market. Once seen as a well-kept secret in design circles, the sector is now making bold moves to turn local craftsmanship into international opportunity. At the heart of this momentum is the South African Furniture Initiative (SAFI), working in partnership with seasoned facilitators like Catalyze International Events & Meetings, to position South African made furniture where it belongs: on the world stage.

Portrait of attentive man choosing chest of drawers in a furniture store

New frontiers: A spotlight on INDEX Saudi Arabia

A pivotal development in this strategy is the planned South African Pavilion at INDEX Saudi Arabia, a premier design and interiors exhibition taking place from 9 to 11 September 2025. For many local businesses, this marks a rare and powerful opportunity to connect directly with high-potential buyers in a booming region.

“We’re thrilled to be working with SAFI to take a strong South African delegation to INDEX Saudi,” says Rex Bowden, Managing Director of Catalyze. “The Gulf is undergoing rapid development, and there’s huge demand for premium, innovative furniture. South Africa has exactly what these markets are looking for – we just need to show up.”

The pavilion, supported by SAFI, Catalyze and Wesgro, will feature between 10 and 20 export-ready manufacturers, all exhibiting under a cohesive national identity. Exhibitors will receive support in preparing for the expo, including logistical planning, market briefings and refining product presentations to meet international buyer expectations. The criteria include being registered with their local Bargaining Council, being a registered SAFI member, and of course, being export-ready.

“There’s a clear demand for design-driven furniture,” says Greg Boulle, CEO of SAFI. “The Saudi market in particular is undergoing a construction boom, and our members are well positioned to meet that need with fresh ideas and strong production capability.”

Front view of designer sitting at table in furniture store. Handsome young male with beard designing, writing, using laptop, looking down, smiling. Concept of modern life.

Why exporting matters more than ever

For local manufacturers, exporting is more than just a growth strategy – it’s a way to build long-term resilience and tap into sustainable demand. “With the local market under pressure, global expansion is not just smart – it’s necessary,” says Boulle. “The appetite for high-quality, story-rich furniture is growing worldwide, and we have the skills, materials and heritage to meet that demand.”

In 2024, South Africa exported more than US$360-million in furniture, lighting and prefabricated structures. But much of this was driven by a small group of experienced exporters. For many smaller and emerging businesses, the path to international markets is often obstructed by a lack of information, access and infrastructure.

“Exporting can often feel like a maze,” says Boulle. “That’s where SAFI can help – its aim is to guide manufacturers through the journey, step by step, and to connect them with the right partners, programmes and platforms.”

Overcoming the obstacles

From a facilitator’s perspective, Bowden identifies three major barriers South African furniture businesses face, which include: access to buyers, perception issues, and logistical challenges.

“In Europe and Asia, buyers are consistently exposed to manufacturers at trade events and Hosted Buyer programmes,” he explains. “South African businesses don’t have that same visibility – and when buyers finally come here, they’re often amazed at the quality and craftsmanship on offer. It’s a perception problem, and exposure is the key to changing it.”

Logistics is another challenge, he adds: “Furniture is bulky, and port delays and rising shipping costs make exporting difficult. Support is essential – and it has to come from people who know how to navigate these issues efficiently.”

Young female manager with tablet showing male customer photos of new pieces of furniture and describing their characteristics in shop.

The power of partnership

Partnerships, like the one between SAFI and Catalyze, play a critical role in helping manufacturers overcome these hurdles, notes Boulle: “SAFI is focused on advocating for the industry and building capacity. Catalyze brings the operational expertise to execute complex international programmes. It’s a powerful combination.”

Bowden agrees. “We’ve hit the speed bumps before – we know the admin, the systems and the stumbling blocks. This experience allows us to fast-track opportunities and help companies focus on what they do best: making exceptional furniture.”

Bowden notes that Catalyze has already seen strong results through its independent work in the sector: “We’ve seen brands like Houtlander, Willowlamp and Meyer von Wielligh make a real impact in global markets. Just last year, we took 14 South African companies to a design event in New York – and the interest they received there was phenomenal.”

Bringing buyers to South Africa

While international expos provide essential exposure, Bowden believes that inbound trade missions can be even more effective: “You’re not just selling a table or a light fitting – you’re selling a narrative, a culture, a country. When buyers experience South Africa for themselves, it builds trust and makes your brand more memorable. And from a cost perspective, it’s often the smarter investment.”

SAFI is investing in these buyer missions too. “We’re not only exporting products – we’re inviting the world to discover what we do here,” says Boulle. “That human connection can add a powerful layer to the business relationship.

Are you export-ready?

Export readiness isn’t only about having a great product – it’s about being prepared to meet international expectations. That means pricing appropriately, ensuring compliance with foreign standards, handling scale, and delivering on time.

“We work closely with our members to build the systems they need,” says Boulle. “From production planning to packaging, from funding to logistics – SAFI is here to help every step of the way.”

Through its partnerships with organisations such as Wesgro, the Gauteng Growth and Development Agency (GGDA), and the Department of Trade, Industry and Competition (DTIC), SAFI helps its members access training, funding, access to trade missions and exposure on international platforms.

“SAFI membership isn’t just a badge,” says Boulle. “It’s a passport to growth, a signal that you’re serious about taking your business to the next level.”

Looking ahead

INDEX Saudi Arabia is only the beginning. SAFI and Catalyze are planning a range of inbound and outbound trade missions, global pavilions and B2B matchmaking opportunities over the coming years.

“Our long-term goal is to establish South Africa as a trusted source of design-forward furniture on the world stage,” says Boulle. “We’re not interested in one-off deals. We’re building relationships – and helping our members build memorable brands.”

For furniture makers, designers and business owners ready to take the leap into international markets, now is the time.

Dynamic trade show floor with motion blur of attendees, highlighting the vibrant energy of industry events

For more information, visit www.southafricanfurnitureinitiative.co.za

Vibrant and contemporary exhibition booth showcasing colorful walls, modern furniture, and digital displays, creating an inviting space for networking and product presentation