Philippine furniture exporters positive on 10% growth

CEBU, Philippines — Philippine furniture exporters are now confident to hit a 10 percent growth after the country succeeded in gaining a strong foothold in the top-tier market niche.

This was the projection made by the national PhilExport organization, reaffirming Cebu's furniture industry's improved performance starting this year.

In a statement, PhilExport trustee Myrna Bituin said that the 10 percent growth is seen purely for furniture exports, excluding the high double-digit growth the industry is experiencing from the domestic demand.

In Cebu, Cebu Furniture Industries Foundation Inc., (CFIF) consultant Ruby Salutan said that what sustains the furniture export business is not only due to its ability to cope with the domestic market demand but also in accommodating the growing small quantity or personalized orders from discriminating clients around the world.

Salutan said 10 percent growth is just a conservative outlook specifically for Cebu, as Cebuano furniture makers were quick to sense the changing demand dynamics of the export consumers, wherein volume is no longer viable.

Salutan said the industry players have already learned how to survive and stay afloat in competition by doing away from mass produced furniture manufacturing to customized home furnishings.

Bituin likewise pointed out that the local furniture industry is focusing on high-end market and catering to projects overseas, like Middle East, Morocco, and Abu Dhabi, among others.

Cebu, which has been leading in adapting the shifted marketing strategy, has been able to zoom in to customized production, which brings back the plants to its healthy state, Salutan said.

This year, Cebu furniture industry will be making history as it will stamp its identity in the premium, exclusive and luxury designer furniture and home furnishing items.

This stance is also seen to pull up the over-all furniture export figure for the Philippines by the end of 2017. (FREEMAN)