SAFI’s game-changing Catalogue Initiative: unlocking new opportunities

A digital platform to connect SA furniture manufacturers with local and international buyers.

The SAFI Catalogue Initiative is set to become a powerful tool for SA furniture manufacturers, providing a centralised, digital showcase for locally produced furniture. Designed to connect manufacturers with corporate buyers, government procurement officials and international resellers, the catalogue aims to increase market visibility, streamline the sales process, and create new revenue streams for the industry.

How it works

The catalogue will showcase a curated selection of South African-manufactured furniture, providing buyers with a structured and user-friendly platform to browse, compare, and source products. Manufacturers will have the opportunity to feature their products after proof of concept (POC) and will pay for listings, with a limit on the number of entries. SAFI will oversee the vetting process to ensure quality and consistency, while manufacturers can suggest retail pricing. However, appointed agents will handle sales directly with buyers, negotiating final pricing and working in close collaboration with manufacturers to facilitate successful transactions.

Key features include:

• • • Detailed product listings, including specifications, finishes, warranties and lead times
    • A SAFI product ID system, ensuring easy referencing for government tenders and procurement processes
    • Downloadable specification sheets, streamlining the buying and tendering process
    • A dealer locator, helping buyers connect with accredited sales agents

Cost and funding

The catalogue will operate on a dual-revenue model:

• • • Manufacturers will pay a listing fee to showcase their products
    • Resellers and agents will subscribe for access to a curated selection of furniture

Revenue generated from the catalogue will be reinvested into key industry initiatives, including:

• • • Inbound buyer missions, bringing international retailers to SA to meet manufacturers
    • Marketing and trade promotion, positioning SA furniture in global markets
    • Industry development programmes

Why participate?

For manufacturers, participating in the catalogue presents an opportunity to connect with corporate, government, and international buyers without the high costs of international trade shows. As part of a three-month pilot to prove the concept, SAFI will track engagement and provide analytics to assess its effectiveness. By offering a structured and professional platform, this initiative aims to help local manufacturers enhance their visibility, expand their market reach, and strengthen their export potential in a competitive global landscape.

Soft and hard launch timeline

The soft launch of the SAFI Catalogue Initiative will take place on 1 March 2025, running for three months as an exclusive phase where a selected group of manufacturers will be onboarded, fine-tuning the platform before opening it up to a wider audience. This period will allow SAFI to optimise the system, gather feedback, and ensure that the catalogue is fully functional and effective.

On 1 June 2025, the hard launch will officially roll out, inviting the entire SA furniture industry to take part. This will be a key milestone, expanding access to a larger pool of manufacturers and ensuring that more businesses can benefit from this highly targeted and structured sales channel.

Manufacturers interested in being part of this initiative are encouraged to contact SAFI for more details on how to list their products and take advantage of this exciting opportunity.