Your space. Your choice. Made here.
About Urban Choices
Platform Structure & Information
Your Space. Your Choice. Made Here.
Urban Choices is the official furniture catalogue of the South African Furniture Initiative (SAFI). It is a curated, digital platform showcasing South African-manufactured furniture, designed to serve multiple sectors including government, corporate, and domestic buyers. More than just a marketplace, Urban Choices functions as a product registry, validation tool, and sales ecosystem—connecting local manufacturers with buyers through an established network of trained sales professionals.
This platform supports South Africa’s commitment to local economic development by placing quality, locally made furniture at the centre of procurement, retail, and design decision-making. It’s retail — re-imagined.
Products listed on Urban Choices are submitted directly by South African manufacturers. Each item undergoes a vetting and accreditation process, after which it is assigned a SAFI Product ID—a unique identifier that verifies its origin, authenticity, and compliance with required listing standards.
Each product listing includes:
Product Specifications and Material Information
Product Options & Variations (e.g. finishes, hardware, configurations)
Care Instructions & Warranty Terms (including component-specific warranties)
Local Content Value (percentages disclosed)
Manufacturer Background (length of operation and user feedback rating)
Although the manufacturer’s name is not disclosed to the end-user, all listed data supports transparent decision-making, with assurance of origin and quality backed by SAFI.
Who Urban Choices Serves
Urban Choices is designed to support three primary user groups, each with specific access and interaction pathways:
1. Public Procurement Officers
Government and institutional buyers benefit from SAFI Product ID’s that confirm local manufacture. Listings include local content value, making Urban Choices a valuable resource for compliance with local procurement policies (e.g. Preferential Procurement Regulations).
2. Corporate Buyers
Corporate procurement teams use the SAFI Product ID as a reference when specifying products. As representatives of the local manufacturers, sales professionals are able to offer customisation, handle large-scale logistics, and maintain direct manufacturer alignment—all while ensuring the purchase supports the local economy.
3. Home & Business Consumers
End users enjoy access to premium South African furniture not typically found in mainstream retail. While they do not interact with manufacturers directly, they are serviced by Associate Members—sales professionals who provide product advice, manage orders, and ensure smooth delivery and installation.