Patricia Maganu
Francistown furniture business pioneer Bernard Balikani is growing his empire. Furniture Embassy, also in Francistown, is the latest addition to his chain of three retail stores.
Furniture Embassy is meant to cater for the upper class, Balikani reveals to Mmegi. The man, who is perhaps better known for staying the hog of opposition politics, says that he has always had a passion for the furniture business.
“I have worked in almost every furniture store in this town. That is all I have ever done in my life.”
Balikani says that it is a deliberate strategy that each store under his Classic Holdings has its own dedicated market.
“We went for the upper class with Furniture Embassy because other classes have been catered for. We purposely avoided the middle class because it has already been catered for.”
The idea is to avoid engaging in an already saturated market. “We wanted to be different,” he says. “With Furniture Embassy, we did not want to compete in an already over-traded market.”
Balikani points out that with regard to furniture, Francistown’s upper class has been neglected. “Premier Furnishers has been around since 2012. But it has always catered for the lower income bracket, while Imperial Bedding has beds for just about anyone. We have beds from the cheapest to the most expensive; we are trying to embrace people from all walks of life,” he says.
The politician, who is progressively becoming a prominent businessman, says the reason why Furniture Embassy was launched in Francistown first is that Gaborone is well covered.
“It is only fair to open a prestigious store here in Francistown; Gaborone has already been catered for in as far as suitable furniture for the upper class is concerned.
“People have been having to order furniture from Gaborone, which comes with additional expenses like transport and the risk of damage. So we are trying to bring good furniture nearer.”
He says he hopes Furniture Embassy will raise the standards of interior decor and furniture in northern Botswana. “It will not serve only Francistown. It will serve even places like Orapa, Sowa Town, Masunga, Tutume, Maun and Kasane. This is one more service people in northern Botswana will benefit from Botswana’s second city.”
At present, Balikani’s small but growing furniture empire employs 33 Batswana and two expatriates from South Africa. “We also try to contribute in the fight against unemployment. That is why I have almost a 100 percent local employment situation.”
Balikani says he has worked in the furniture retail business from 1989 to 2013.
“Hence there are no surprises for me any more. The big difference is that I am now the one in control.
“I have worked for most furniture retailers in Botswana, rising through the ranks from salesman to branch manager to regional manager. I have worked for Furnmart, Barnetts, Supreme Furnishers, OK Furnishers, Protea and Carnival, to name a few.”
What are the man’s future plans? “Branding Botswana,” comes the answer right away. “‘Buy Botswana’ died a natural death. South Africans have introduced ‘Proudly South African’ and it’s working wonders for them.
“Batswana should have the same passion for products and services made and offered in Botswana.” Classic Holdings, the parent company Balikani registered in 1995, may just lead the way to branding Botswana.
