About Us


Since its humble beginnings in a small furniture store in Germiston over 60 years ago, Ellerines has continued to live up to its promise to its customers — Making Life Easier For You.

This saying sums up the value that the brand places in its loyal customers, who not only take pride in their homes, but also in the relationship that they have developed with Ellerines over the years.

Ellerines has always focused on offering quality merchandise at the lowest price, with the best credit offering and a variety of easy payment options.

With 650 stores trading under the names of Ellerines, Town Talk, Furncity and Savells Fairdeal, these combined brands have made an indelible footprint in communities throughout South Africa and the neighbouring countries of Botswana, Lesotho, Nambia, Swaziland and Zambia.

Mission Statement

Our Values

Our guiding principle is to treat those with whom we come in contact-our customers, our associates, our shareholders, our suppliers, and our communities-the same way we would expect to be treated in similar circumstances.

Our Customers

To deliver fully on our commitments by providing superior value through innovation, creativity, and personal attention, thus meeting or exceeding every customer’s expectations.

Our Associates

To provide everyone with opportunities for meaningful challenges, empowering them to achieve and be rewarded in an atmosphere of total trust and respect, thus becoming a model for teamwork and open communications throughout our organization.

Our Shareholders

To achieve long-term profitability and growth that yields returns that meet or exceed those that our shareholders could achieve through alternative business investments.

Our Suppliers

To treat our suppliers fairly and forthrightly, to fully live up to our agreements, and to develop solid and stable long-term relationships.

Our Communities

To actively support our communities through individual and corporate involvement and to achieve respect and admiration for our integrity, commitment, insight, and progressiveness.

And finally:

To be committed to excellence by living each of these values every day.