By Tlalane Dlamini
On September 15, 2025, a new era for Eswatini’s retail landscape began as Ashley Furniture Industries, the world’s largest home furnishings manufacturer, officially opened its doors at the Matsapha Lifestyle Centre. This landmark event was more than just a store opening; it was a powerful statement about Eswatini’s growing economic potential and its readiness to welcome global investment.
A Powerful Partnership Takes Shape
Distinguished guests, including the Minister of Commerce, Industry & Trade, Manqoba Khumalo, the United States Head of Mission, and representatives from Ashley Furniture and the AI Mansoor Group, attended the grand opening. The event also saw the presence of Captains of Industry, Manzini REO Chief Gija, and Matsapha Mayor Lindiwe Dlamini, highlighting the widespread support for this new venture.
Minister Khumalo’s speech underscored the significance of Ashley’s arrival, hailing it as “a powerful endorsement of Eswatini as a preferred investment destination.” He highlighted that the store’s location in Matsapha, a key industrial and commercial hub, was a perfect fit.
He also noted that the Matsapha Lifestyle Centre, acknowledged by His Majesty King Mswati III, provides the world-class retail environment that Ashley is known for.
Mark Marais, Ashley Furniture’s Vice President of Sales for Africa, spoke of the partnership as a “celebration of the development of the eSwatini economy.” He noted that Africa is Ashley’s fastest-growing region and that the new store in Eswatini marked the 21st Ashley store on the continent, and the 126th country worldwide with an Ashley presence. This expansion is a testament to the continent’s growing middle class and its demand for quality, global brands.
The Chargé d’Affaires, Marc Weinstock, reinforced the message of a strong and growing collaboration between the United States and Eswatini. He commended Ashley’s decision to invest in the nation, calling it a reflection of the “confidence that U.S. businesses have in the strength of this nation and the capabilities of its people.”
More than Just Furniture
The arrival of Ashley Furniture brings with it a host of benefits that extend far beyond a new shopping experience. The speeches at the event highlighted the tangible impacts:
• Job Creation: The store creates new jobs and provides skills development for local teams.
• Economic Growth: The investment strengthens the retail sector and stimulates broader economic activity.
• Support for Local Businesses: The partnership offers opportunities for local suppliers and entrepreneurs, particularly those in the interior design space.
• Empowering Families: Ashley’s commitment is to help families furnish their dream homes, elevating the standard of living for countless Eswatini families.
Minister Khumalo’s closing remarks emphasized the government’s commitment to fostering an enabling environment for investment, sending a clear message that “Eswatini is open for business.”
Ashley’s presence is not just a commercial success story, but a reflection of a shared vision for a prosperous and innovative future. It is a step toward making Eswatini a regional leader in commerce and innovation, and a powerful example of how global and local partnerships can drive inclusive and sustainable growth.