As hospitality embraces local sourcing and sustainable design, South African-made furniture is stepping into the spotlight – offering a compelling blend of beauty, impact and authenticity for hotels, lodges and spaces across the continent.

19 May 2025, Johannesburg: As global hospitality trends shift toward sustainable sourcing and authentic local experiences, South African-made furniture is emerging as a natural fit for the continent’s growing tourism and hospitality industry. From boutique hotels and luxury lodges, to contemporary guest houses and co-working spaces, a new wave of design professionals are embracing local craftsmanship – not just for its beauty, but for the business impact it delivers.

According to Greg Boulle, CEO of the South African Furniture Initiative (SAFI), the hospitality sector has a unique opportunity to drive meaningful change through the choices it makes.

“Hospitality is about storytelling – and local furniture tells the story of South Africa’s creativity, resilience and design excellence,” says Boulle. “When hotels and lodges choose locally made pieces, they aren’t just supporting jobs and communities, they’re elevating their own guest experiences with authentic African style.”

An industry ready to deliver

While imported furniture has long dominated procurement lists, local manufacturers have stepped up in both capability and quality. South Africa’s furniture makers now offer a broad range of high-end, hospitality-grade collections – from timber and upholstered pieces to bespoke items crafted for unique spaces.

“Designers and developers are often surprised by the range and sophistication of what’s available locally,” says Boulle. “We have manufacturers who meet international standards in terms of sustainability, durability and design versatility. And what’s more, they can customise bespoke pieces – something you rarely get from offshore suppliers.”

With increased government and industry support, the local furniture sector is also investing in innovation and skills development. SAFI, in collaboration with partners such as the Department of Trade, Industry and Competition (the DTIC), has played a central role in building a more export-ready and globally competitive industry.

What’s next?

As SAFI continues its work to champion the South African furniture sector, its message to the hospitality industry is clear: local furniture is not a compromise – it’s a competitive advantage.

“We invite hoteliers, designers and developers to engage with local manufacturers,” says Boulle. “Our industry is open for business, ready to collaborate and committed to quality. By working together, we can create spaces that are not only beautiful, but ones that are proudly South African too.”

SAFI will be attending the Hotel & Hospitality Show Africa, where it hopes to connect with key decision-makers seeking meaningful partnerships with local producers. For those ready to reimagine their spaces with impact, the solution could be closer than they think.

Katlego Tong, Marketing Executive: Food & Hospitality for DMG Events, welcomes SAFI’s attendance: “We’re thrilled to have SAFI at this year’s Hotel & Hospitality Show Africa. Their presence underscores a growing movement in our sector – one that celebrates local craftsmanship and sustainable sourcing. The South African furniture industry offers world-class design and manufacturing capabilities, and we believe the expo is the perfect platform for those capabilities to shine.

Boulle concludes: “By connecting hospitality buyers with local producers, we’re not only showcasing beautiful furniture – we’re also strengthening the entire value chain. Choosing local isn’t just patriotic; it’s smart business. For the hospitality sector, it offers a chance to create spaces that are authentic, sustainable and rooted in African excellence.

“At SAFI, our mission is to build a globally competitive furniture industry that places South African-made pieces in every home, school and workplace across the continent – and beyond. Through strategic partnerships, skills development and market access, we’re helping the industry grow, transform and thrive.”