Bringing value to life

Gus Ackerman opened the doors to the first Ackermans store in 1916 in Wynberg, Cape Town, with a vision of making value-for-money products affordable to everyone. Today, there are more than 1 020 Ackermans stores operating in five countries, and his vision remains at the heart of them all.

The Ackermans brand appeals to the value-seeking consumer and attracts a broad audience. Ackermans customers juggle many roles and responsibilities and are generally strongly family-focused.

Ackermans at a glance

  • Value-focused leader in baby and kids’ wear
  • 8 200 employees
  • More than 1 020 stores
  • 84 new stores opened during the 2023 financial year

Ackermans offers value-for-money products at competitive prices, along with multiple payment options. These are supported by a strong service culture, a focus on store accessibility and a busy promotions calendar.

Each Ackermans store strives to make products affordable to everyone, and the Ackermans experience centres on the philosophy of ‘Bringing Value to Life. This idea guides Ackermans employees in their work and gives the brand focus as it seeks to bring value to customers, employees and local communities.


Bringing Value to Life’ is not just a catchphrase. The philosophy sits at the core of Ackermans’ operational structures and informs decision-making at every level. Within this context, prioritising values of courage, respect, integrity, simplicity and performance ensures that Ackermans is able to attract and retain the best individuals, suppliers and partners to its business.

Ackermans’ Ububele (kindness) programme facilitates the efforts of employees as they seek to bring value to the lives of others in their workplace and their personal lives. Ackermans gives employees a paid day of leave per year to help a charity of their choice to reach its goals. Ackermans also adds a financial commitment to each employee’s chosen charity. In collaboration with its partners, the Ububele initiative supports 5 800 learners in 140 ECD centres.