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Furniture Mar 19, 2025

In Conversation with Ian Perry from Homewood

Marcia Margolius interviews Ian Perry, founder and director of Homewood, a custom furniture manufacturer. Ian’s passion for carpentry started in childhood, playing with Lego and later working with wood. After studying forestry and wood science at Stellenbosch University, he began his business as a one-man operation in a garage. Now, 21 years later, Homewood employs over 90 people, many of whom had no prior skills. Ian reflects on how his humble beginnings, rooted in a family homestead, led to the creation of Homewood.

Wechatto Homewood

Can you share the story behind the founding of Homewood Furniture? What inspired you to start this business in South Africa?
It all started in my garage in late 2004, with a few hobbyist machines and a load of hardwood logs that had been abandoned in a hardware yard. I didn’t have a single customer at the time, just a love for working with wood and a stubborn determination to turn it into something worthwhile. By early 2005, the neighbors had had enough of the noise, and we were handed a demand to either shut down or move. We had no customers, no income, and at that point, it seemed like Homewood might be over before it even began. But we pushed through, found a workshop, trained our first employees, and finally landed our first customer. The rest, as they say, is history, though at the time, plenty of people (except my wife) were convinced I should give it up and find a “real” job.

How would you describe Homewood Furniture’s brand identity, and how has it evolved since its inception?
At its core, Homewood has always been about crafting real wood furniture, by local hands, with quality that stands the test of time. Over the years, we’ve refined our approach moving from a small-scale workshop to a brand known for custom-made, high-quality pieces that reflect the character of the wood we work with. In 2020 we also shifted towards using alien invasive woods and ensuring our products are as environmentally responsible as they are beautifully crafted.

What unique qualities set Homewood Furniture apart from other furniture companies in South Africa?
For one, we don’t do mass production of furniture. Every piece is custom-made, built to order, and crafted with proper joinery techniques and no shortcuts. We also take pride in sourcing and working with alien invasive woods removed from South African ecosystems, turning an environmental problem into a design solution.

Business Strategy and Market

The furniture market in South Africa is quite competitive. What strategies have you employed to stay relevant and attract new customers?

We focus on four key principles:

Made to Order – No stock items; every piece is tailored to the customer’s needs.

Handcrafted Locally – Skilled artisans, not machines, create furniture with character while supporting local communities.

Sustainable Materials – We use invasive wood species, helping to restore local ecosystems.

Quality Over Speed – We prioritise craftsmanship over quick turnarounds, with live tracking to keep customers involved.

This approach ensures we offer something unique in a competitive market

How does Homewood Furniture balance affordability with high-quality craftsmanship in its product offerings?

By sourcing timber locally and sourcing a range of woods which vary in price. Timber makes up 1/3 of the cost of an item – so the more you can save on timber, the more affordable the item becomes. Also, because we make to order – and if we know upfront the budget we are working with, we can design each item specifically to meet the budget needs. We have also invested many years in refining our production process and training our staff through a system of continuous improvement (KAIZEN) and by doing so have reduced the cost of production substantially – so each time we improve that cost saving is passed on to the customer to ensure we remain affordable and offer our trade mark quality at the same time.

Can you walk us through your process for selecting materials for your furniture? What’s most important to you when choosing suppliers?

The first question we ask is: Does this material do more good than harm? That’s the foundation of how we source. We’ve partnered with Working for Water, a government initiative that removes alien invasive trees from local ecosystems. Instead of letting that timber go to waste, we buy it and turn it into furniture. This not only helps restore natural water systems but also creates jobs in the process.

We also make sure that almost every part of the tree is used—from large furniture pieces to our Smalls Range made from offcuts. Nothing is wasted.

Beyond sustainability, we prioritize local suppliers who align with our values. We don’t cut corners to get the cheapest materials. We’re not in the business of mass production or racing to the lowest price, we’re here to craft furniture that lasts, with materials that tell a story and make a positive impact.

Customer Focus

How has the demand for locally produced furniture in South Africa shaped your business model and production processes?

Local demand has fluctuated over the last five years, often influenced by changes in import conditions. When importing furniture becomes more difficult or expensive, we see an increase in demand for locally made products. But beyond market shifts, local production is something we believe in as it’s about supporting our economy, creating jobs, and preserving craftsmanship.

Unemployment and skills development in South Africa are ongoing challenges, and we see it as our responsibility to be part of the solution. That’s why we focus on handcrafting furniture rather than relying on mass production made possible with the use of machines. Real furniture has always been a reflection of the person who made it. When something is crafted by hand, it carries a different energy—it has character, warmth, and a story. That’s what we aim to create at Homewood.

Customer satisfaction seems to be a top priority for your business. How do you ensure that each customer receives a personalised experience?
We take the time to understand what a customer wants—sometimes even when they’re not sure themselves. Whether it’s a completely custom piece or adapting an existing design, we guide them through the process and make sure the end result is something they’ll love for years. The Homewood team is small enough to offer a personal touch, and we take pride in the fact that our customers are investing in something unique.

Growth and Expansion

What were some of the challenges you faced during the early stages of growing Homewood Furniture, and how did you overcome them?
The early years were brutal—limited funding, customers, and plenty of people telling me to throw in the towel . At one point, our biggest retailer partner went under, which meant 80% of our orders disappeared overnight. We had to pivot fast, shifting focus. It was a rough ride, but every challenge forced us to adapt and grow stronger.

Are there plans for expanding Homewood Furniture into other regions of South Africa, or perhaps internationally?

We’ve grown into a national supplier and are continuing to expand. Our next step is increasing our footprint in the Western Cape, where we’ll be delivering and servicing customers directly with our own vehicles and team.

On the international front, we’re already exporting to neighboring countries and have plans in place to expand further into the UAE, Germany, and the UK. These markets appreciate high-quality, handcrafted furniture, and we see great potential in sharing our approach to sustainable, made-to-order design beyond South Africa.

Sustainability and Ethical Practices

Sustainability is becoming increasingly important in the global market. How does Homewood Furniture incorporate eco-friendly practices into its operations?
We’ve gone all-in on sustainability. We’ve completely stopped importing wood and now use alien invasive species exclusively. We’ve also installed a massive solar system, reducing our reliance on the grid. Every piece of furniture we make is built to last, which means less waste landing up in landfills in the long run.

What steps are you taking to ensure the materials you use are responsibly sourced and support the local South African economy?

Unlike large-scale manufacturers who often prioritise cost over ethics, we source responsibly and locally. Our commitment to using alien invasive wood not only helps restore natural habitats but also creates sustainable job opportunities. Every piece we produce is made by human hands, not machines, ensuring that skills are passed down, workers are fairly paid, and each item has character and craftsmanship you won’t find in mass production.

We also ensure that nothing goes to waste—offcuts are repurposed into smaller furniture pieces, and we constantly refine our processes to reduce inefficiency and overheads while keeping our impact on the environment as low as possible.

Industry Trends and Challenges

What are some emerging trends in the South African furniture market that you’re excited about or looking to explore further?

There’s a noticeable shift away from mass-produced, CNC-cut, veneer furniture—something we’ve been championing for 20 years. More people are looking for handcrafted, made-to-order pieces that embrace natural imperfections rather than a sterile, machine-perfect finish. It’s encouraging to see this approach becoming more sought after, reinforcing the idea that furniture should have character, individuality, and craftsmanship at its core.

What are the biggest challenges facing furniture manufacturers in South Africa today, and how do you navigate them?

Imported furniture, particularly from Turkey and Vietnam, continues to challenge local manufacturers. Beyond that, there’s a real shortage of skills and a lack of woodworking and design culture, which is something we’re actively working to change. We engage with high schools, the eThekwini Furniture Cluster, and the DTIC to encourage skills development and foster a deeper appreciation for furniture-making.

Another challenge is the tendency to simply replicate trends rather than innovate. The only way to stay ahead is to lead rather than follow, to keep designing, refining, and pushing boundaries faster than those trying to copy. Agility, efficiency, and innovation are key to staying relevant in this fast-changing industry.

How do you see the South African furniture industry evolving in the next 5-10 years, and what role do you want Homewood to play in that?

I hope—and believe—that our business model will set the standard for the industry. That means:

Sourcing timber responsibly, focusing on removing invasive species to protect local ecosystems.

Made-to-order, small-batch production, offering customers furniture that’s built to last for decades rather than being discarded when trends change.

Handcrafted furniture with soul, rather than mass-produced pieces made by automated machines.

Beyond that, I’d love to see a distinctly South African design identity emerge. Just like Italian or Danish design is instantly recognizable, we should be developing an iconic South African aesthetic that sets us apart on the global stage. That’s something we’re actively working on, and it would be incredible to see it take shape in the coming years.

Leadership and Vision

What do you see as the key factors that contribute to your leadership success?

Patience, problem-solving, and open collaboration with my management team. I believe in trusting my team, allowing them to make mistakes and learn from them, rather than micromanaging. Taking ownership of mistakes and continuously improving is crucial. I also follow agile management principles, planning in short cycles to stay adaptable. And above all—never give up.

What advice would you give to other small business owners or entrepreneurs looking to start a furniture business in South Africa?
Do your market research and find a niche, don’t just replicate what’s already out there. If you enter the market only to tick the same boxes as larger, established competitors, success will be difficult. Stand out by offering something truly unique.

How do you manage work-life balance while growing and managing a successful business?
It starts with hiring the right people so I can delegate and trust that daily operations run smoothly. I also make a conscious effort to switch off during family time. As the saying goes, more is nog ‘n dag (tomorrow is another day). My routine keeps me grounded: plan ahead, wake up early, exercise, stick to routines, and prioritise family. Balance is key.

Fun/Personal Insights

What’s the most memorable or unique project or piece of furniture you’ve created at Homewood?
Without a doubt, our massive boardroom tables for RCL’s head office in Westville, KZN. The brief was simple: three tables, each seating 24 people, designed to make a lasting impression. The result? Tables weighing nearly a ton each, requiring on-site assembly. Featuring huge, curved beams and beautifully inserted bow tie joints, the design, engineering, production, and delivery of these pieces were epic.

You have to see them to fully appreciate why this project stands out.