Furniture Industry Sets Sights on US$6 Billion Export Target

Furniture is one of Indonesia’s mainstay export commodities for generating foreign exchange, requiring business players across all genders to seriously develop this sector. The Indonesian Furniture and Craft Industry Association (Himki) is targeting furniture export values from Indonesia to reach US$6 billion within the next five years. The association is optimistic about achieving this target, which is significantly higher than the current actual figures of around US$2.9 billion to US$3.2 billion. Himki Chairman Abdul Sobur stated that the growth potential for Indonesia’s furniture industry remains very open. He noted that the US$6 billion target actually represents only 1 percent of the global market, meaning there is still ample room for Indonesian furniture industry players to continue growing. To achieve the US$6 billion export target, Himki is transforming its global marketing strategy. The chosen approach is a proactive ‘ball-picking’ strategy, building business hubs for furniture in various strategic regions. This method is quite revolutionary as previously, business players were more passive, waiting for buyers at exhibitions. One of the hubs is an information and transaction centre, designed to connect thousands of Himki members with potential buyers, both digitally and in person. Another hub focuses on export acceleration, an approach expected to speed up export transactions and open wider market access. The third hub maintains a market focus that keeps the United States as the primary market, while also directing expansion to other strategic regions.