Leading with Purpose: Stephanie Forbes on Shaping South Africa’s Kitchen Industry

Stephanie Forbes

Stephanie Forbes is the National Manager of the Kitchen Specialists Association (KSA) of South Africa, a role she’s held with passion and purpose for over 16 years. Born in Scotland and raised in Gauteng, she holds a BA Honours in Developmental Sociology from Wits University. Before joining the KSA, she spent 15 years with Smeg, a KSA member, gaining invaluable industry insight. Stephanie began her journey with the association as the Western Cape regional representative before being promoted to her current national role.

Outside the office, she’s a keen cook, travel lover, and proud karate mom — supporting her daughter, a black belt who represents South Africa internationally. A firm believer in the importance of industry bodies like the KSA, she continues to advocate for unity, ethics, and excellence in the kitchen sector.

Cosi Kitchen

We sat down with Stephanie to chat about her journey, the work of the KSA, and the future of kitchen design in South Africa.

To begin, could you please introduce yourself and tell us a bit about your journey in the kitchen industry?
I have had a foot in the industry since I was about ten years old. My mother was very involved and influential in the appliance industry and the company, as it was known then – SBS Household Appliances – was a KSA member. I grew up working holidays at her company and doing Decorex and Homemakers Faire. When I graduated, I went on to work at SBS and the kitchen industry became my portfolio. I also represented SBS at all KSA meetings. It was only a natural flow that when I had my daughter and chose to step away from working to be a more hands on mom that the KSA approached me to start a KSA office and committee here in Cape Town. The rest really is history…
What led you to become involved with the Kitchen Specialists Association, and how did you rise to the role of National Manager?
The move from Western Cape Regional Representative to National Manager was really quite organic. As my daughter grew older and started school I had more time to invest in the KSA and my mind was drawn to bigger and brighter goals for the association. As we started taking on more challenging initiatives it became clear to the National Executive Committee that someone had to take the lead for the team to be at its best.
How has your personal experience shaped your approach to leadership within KSA?
I have always been lucky to work with people who have led by example. I like to think I do the same. A job at the KSA is challenging and demands a lot of multitasking, humility and patience. You have to be a jack of all trades and I try not to ask my amazing team to do anything I haven’t or wouldn’t.

Ergo Design
For readers who may not be familiar, what is the core mission of the KSA, and why is it important to the South African kitchen industry?
The KSA is a non-profit company that has been going since 1989. We have several key roles to play. The first is to represent the industry, to ensure it is heard by government, that it is held to good ethics, that is it always learning and adapting. A lot of our efforts go towards training initiatives and networking not just within the industry but with other key built environment players. We have members that design, make and install kitchens, companies that supply goods and services to the kitchen industry and companies that fabricate and install stone.

Our second key focus area is the consumer. It is vital that our members are held accountable for quality and good business practice. We offer a free of charge mediation and dispute resolution service to any consumer who has made use of a KSA member. The KSA team have been trained as mediators and the KSA itself is a certified consumer organisation endorsed by the National Consumer Commission. Our goal in any dispute is to try and bring the parties back to the same page, restore trust and get the job finished.
How does the KSA promote professionalism, ethics, and consumer protection in the sector?
All KSA members have to meet a list of strict criteria in order to become a member. They have to abide by a code of conduct and ethics and they have to abide by any ruling set down by the KSA in the event of a dispute. Our dispute resolution service is tried and tested to be objective and fair, and to have our processes endorsed by the National Consumer Commission goes to confirm this.
What are some of the key initiatives or projects KSA is currently focused on?
At the moment we have a lot of projects on the go:Our student kitchen design project if currently offered to 2nd and 3rd year interior design students on 18 tertiary campuses. The aim is to give the students real world experience as to what is expected of you as a kitchen designer. Student that come in the top 5 have the opportunity to intern with a KSA member and this often leads to a job offer.Our registered kitchen designer program was set up to acknowledge the unique skill set and experience of designers currently working in the kitchen design space. As there is no degree in South Africa to qualify you as a kitchen designer our designers are often looked down on and not respected for their skillset.

Our program keeps a designer’s portfolio on file, ensures the designer is in good standing and that their CV is valid. We issue each designer with a unique registration number, and they have a special logo they can add to their email signature showing we have verified their skillset.

Our showcase events are well into the planning phase with our JHB event happening on the 7 May, the event in George happening the week after and then events in KZN and Cape Town taking place in June and October. These events are key networking, and product showcases and pull a diverse selection of the build environment players together.

We work closely with the IID on these events. KSA also works closely with SAFI (South African Furniture Initiative).We work with other sectors of the furniture industry to address the dire skills shortage, issues with illegal imports and obstacles to exporting with government. Skills shortages are of particular importance, and we are awaiting approval from QCTO to compile new training qualifications in kitchen installation and manufacturing as well as kitchen design. The KSA team is currently under training to become training facilitators and we are looking into ways that the KSA itself could become a training hub with permission to access SETA funding.

Easylife Kitchen

What emerging trends are you seeing in South African kitchen design, materials, or consumer preferences?
We tend to follow the European trends but about a year or two behind them. We are seeing a move away from the dark greys to off whites, light or dusky pinks and greens. Matt remains popular but if we continue to follow Europe we should see a move back to gloss again. Pallets are still very natural and earthy and woodgrain is still popular but normally when combined with a flat colour. The contemporary shaker look is popular with the finer detailing on the door – South African love a good country kitchen and the updated contemporary country that takes the shaker door but combines it with a more modern aesthetic makes it accessible to all.Sintered surfacing is growing in popularity, but we are seeing a move back to natural stone like granite but where it is honed or leathered to give it a more matt and contemporary look. The marble look remains a strong contender for surfacing and cladding. Handleless design is still popular, and the addition of a fluted element is very.
How is the industry adapting to global shifts — such as sustainable practices, smart technology, and more minimalist living?
Slowly – much of this is first world technology and requires funds. While we would all like to go green, a truly sustainable kitchen costs almost double that of a normal kitchen -the same goes for a smart technology kitchen.This is sadly out of the reach of most south Africans. Most South African who are living minimalistically are not doing it by choice. Again, this is a first world luxury. We are seeing a paired back aesthetic but mostly in the most affluent homes.
Are there any trends you feel are overhyped or misunderstood in the kitchen space?
I think in general we forget that many of the materials we have available are European and are not necessarily designed to adapt to buildings where walls and floors are out of square and where kids’ zoot round kitchens on black bikes. South Africans live life and are tough on materials. Consumers should always think carefully as to whether a material is suited to their lifestyle.
What common mistakes do homeowners make when designing or renovating a kitchen?
· Not comparing apples with apples on a quote – if one quote is substantially less there is a very good reason why.
· Taking a quote from an established business and then getting the job done by a small one-man band – if something goes wrong there is nothing stopping them up and disappearing.
· Not doing their homework on materials.
· Making changes once the kitchen company is on site.
· Expecting more from the company than what they have paid for – unrealistic expectations.
Why is it so important for consumers to work with KSA-accredited professionals?
I am not saying KSA members are perfect – all companies are fallible and making a bespoke item like a kitchen has many pitfalls. But, if you use a KSA member you know that company has been vetted, is in good standing in the industry and offers a warranty. It also means that you have free access to mediation with the KSA in the event of a dispute and that the KSA’s intervention is certified by the National Consumer Commission.
How does the KSA assist consumers who face challenges during a kitchen project?
Our dispute or mediation service is free of charge and covers any legitimate issue that occurs within the warranty period or during installation. We have staff that are qualified mediators who ensure objectivity and CPA compliance. Our aim is always to being the parties back together in the hopes of completing the kitchen successfully.We also offer free use of our holding account so that disputed funds can be placed there for safe keeping during the mediation process. It can also be used to assist nervous consumers who wish to negotiate payment terms.
What are the benefits of KSA membership for kitchen companies and suppliers?
Well firstly it is our mediation service – this process often ensures members get paid and leave a job with a happy client rather than a very disgruntled one. But we do a lot more – we ensure the industry is heard by government to address skills shortage, illegal imports and export opportunities, we hold training and networking, and we endure the members get exposure to industry professionals and future designers. But the KSA is not a fairy godmother, we don’t waive a wand and your troubles are gone.The KSA offers a toolbox of resources. The companies that get the most from their membership are those that make good use of these resources. But most importantly they understand the importance of the industry having one voice and that reputable players who want to ensure the stability of the industry and its growth add their voice to ours and claim the industry as their own and add value back to it.
What does the vetting process for new members involve, and how do you ensure ongoing quality?
You can only apply for membership once you have been trading for three years. Kitchen members must have a showroom so their quality can be seen and measured. Stone and surface fabricators must have a properly tooled factory. All members must be registered correctly in terms of SA law and, to ensure they are in good standing in the industry each application in sent to all members so that we can be advised should any member know of a legitimate reason the membership should not be issued. References must also be given, and we conduct an accountability check on the company and its directors.
How does KSA foster collaboration and networking within the industry?
This is such an important part of what we do – networking and collaboration are so important for business growth and prosperity. We work to build strong relationships with other organisations like the IID, GIFA, SAID and more, and collaborate with them on events and talks like our Gauteng industry showcase taking place early May and our George lunch learn and more event taking place mid-May. We also want good networking between suppliers and kitchen manufacturers and hold serious and more fun events when this can take place – from golf days, to trade days, to training and more.
As National Manager, what are your priorities for the future of the association?
Obviously continued growth and stability are key. The KSA won’t be for everyone but for like-minded, forward thinking companies that want to claim the kitchen industry as their own and add back to it while ensuring their customers are supported and have recourse, this is a community worth being a part of.The KSA has changed so much over the years.

We have gone from a small niche kitchen community to a serious association with serious credibility. I want to see that continue. I also want to see us take a real bite out of the issues we are addressing with government and see us mentor more up and coming black owned businesses, address staff and skills shortages and increase opportunities for our local manufacturers.
What has been your proudest moment leading KSA so far?
That’s a hard one… when you are part of a non-profit you learn to celebrate the small victories. I am as proud and excited for a team member who has succeeded their expectations on an event as I am about a successfully concluded mediation.We literally survive off the small wins. But I think a big highlight was when the KSA was invited onto Carte Blanch to address a kitchen company in Johannesburg who was leaving customers with incomplete work. It was great exposure for the KSA and brought to light important consumer issues.

Joos Joinery

18. What changes or innovations would you love to see in the South African kitchen industry over the next 5–10 years?
I would like to see a KSA endorsed kitchen design qualification available here in SA. I would also like to see a formalised qualification in kitchen installation and manufacturing, up and running, and supported. I would also like to see a recognition of prior learning program up and running so that those who have already given so much to the industry can get a qualification without starting from scratch.

Then I would like to see South African kitchen design take a more world-wide stage and see us having real export opportunities for quality product into the rest of the world.

19. What message would you like to share with South African homeowners planning a kitchen renovation?
· Please do your homework -yes the kitchen company is supposed to be the expert but you have a responsibility to ensure what is being suggested to you really with work with how you live your life.
· Be realistic – a kitchen is expensive don’t take a high end design to a company that specialises in mid-range kitchens then be disappointed in the quality you receive.
· You get what you pay for – please remember that – if the deal is too good to be true it is !
· Protect yourself! I know everyone wants a good deal and finding that guy who is a hidden gem and who was refereed to you by a friend but make sure he is legit.
Visit his premises, take his ID ask for a proof of residence. But really – use a KSA member, at least then my team and I are on the other end of the phone, or email and can help if things go pear shaped.

20.How can readers learn more about KSA or get in touch for guidance and referrals?
Please visit KSA website https://www.ksa.co.za or our Facebook, Instagram or LinkedIn pages. Alternatively drop us a mail : gauteng@ksa.co.za / kzn@ksa.co.za / westerncape@ksa.co.za