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To provide shareholders with above average returns and real growth on their investment. 
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In treating all employees with fairness, equality and respect so as to provide an environment in which they will have the opportunity to develop to their full potential and thus provide a better lifestyle for both themselves and their families.



To sustain the good relationships the Group has built up with its numerous suppliers based on fair benefit to both parties which ensures the supply of quality merchandise and services at competitive prices.

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Credit retail divisions – Traditional & Universal
To provide customers with a range of household products and superior service to meet their needs in a professional and caring way. To make available a range of payment options tailored to meet their financial circumstances in order to facilitate the financing of the high-ticket items which the Group sells.

Value retail division
To provide a range of quality home/lifestyle merchandise which meets the expectations of this target market at competitive prices with a range of innovative flexible payment options.

Decorating division
To keep abreast both locally and internationally with developments in the upper end of the market and to retain its position as a trendsetter providing high quality products with excellent customer service appropriate to the market it serves through its Wetherlys decorating warehouses, Osiers cane and linen outlets and Roodefurn Manufacturing operations.



Financial services
Rainbow Loans strives to provide an efficient, professional and ethical service to its clients with the aim of being recognised as a preferred supplier of short term loans. A range of value added insurance products are provided to both customers purchasing through the credit retail divisions and those borrowing through Rainbow Loans.

Early Bird is committed to providing an efficient repair service for a wide range of home appliances and to becoming the service provider of choice to its target market.

To support communities and projects across the Group’s target markets through various initiatives aimed at alleviating hardship and creating opportunities for improved living standards.

To conduct ourselves as a responsible corporate citizen complying with all legislation and obligations placed on the Group by Government.

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Our mission is to capitalise on the proven entrepreneurial spirit of our people to provide the very best in home/lifestyle products and financing solutions coupled with service excellence.


To maximise community well-being and returns to all stakeholders by continuously strengthning our position as the preferred supplier of lifestyle products and home furnishing across all markets through our 13 distinctive retail brands and our extensive southern African footprint.


To provide and deliver home/lifestyle products across the entire market spectrum that genuinely meet or exceed our customer's aspirations while continuously seeking to capitalise on strategic opportunities for market growth to maximise wealth creation for all our stakeholders.


The Ellerines Group views the implementation of best corporate governance practices as fundamental to its values. The Board of Directors is committed to the consideration and implementation of initiatives to improve corporate governance for the benefit of all shareholders. A focus on sustainable value for shareholders will benefit all the Group’s stakeholders. In this regard the Board remains fully committed to the principles advocated by the Code of Corporate Practice and Conduct as set out in the King Report on Corporate Governance 2002 (“King II”).