The sector must move towards the high-end value addition segment with the focus on superior design coupled with niche products and markets. We mustn't just produce furniture for Ellerines, but also for Joshua Doore. They must develop high-quality furniture for distinguished income earners. It is critical that we compete through quality and high standards. To achieve this, the sector will have to improve its productivity. We will have to ensure that there are enough designers and artisans for the furniture industry as well as enough raw material and timber supplies.