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 950 Ackermans stores operating in six 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

  • Undisputed leader in baby and children’s wear
  • 9 000 employees
  • More than 950 stores
  • 77 new stores opened during the 2022 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 2012, the Ububele initiative started with 17 teams. In 2019, over 50 teams participate.