Lifestyle division to enhance Ellies offering

"We saw an opportunity to service our customers by providing them with essential lifestyle products, under our trusted household name," says Wayne Samson, CEO of Ellies. The range includes low to medium-end electrical products such as irons, kettles and toasters, distributed through the branch network.

"We are energized about the potential of this division, which is enhanced by the benefits we derive from economies of scale through increased capacity utilisation resulting in minimal additional overheads and fixed costs being incurred."