Over three decades, Ellies has become a leading southern African manufacturer, wholesaler and distributor of electronic products related to television reception, including satellite and terrestrial aerial ranges. The group is also a market leader in domestic electrical and industrial audio products, and a major importer of associated products.

Between inception in 1979 and the early 1990s, Ellies focused largely on TV aerials, accessories and spare components, and then broadened its range to include remote controls and other related accessories, expanding its customer base in the process.

In 1995, with the advent of satellite TV in the South African market, the group founded the ElSat business. ElSat pioneered the pre-paid installation voucher system, which has become the national industry benchmark – a seamless process from point of sale to installation in a consumer's home, facilitated by the Ellies call centres.

While the product range has broadened exponentially over the years, the focus remains unchanged: providing a single, convenient and efficient source of supply for its customers – from leading retailers to independent outlets and installers.

Ellies has trading divisions in all major centres throughout South Africa as well as Windhoek, Gaborone and Maputo.

'Ellies' and 'ElSat' have become household brands and the group continues to expand its product range which now includes audio, telephone and electrical accessories. At present, over half the revenue is derived from the manufacture, import and distribution of TV and video equipment-related products under the 'Ellies' brand. The balance is generated from manufacture, import and distribution of satellite and associated equipment under the 'Elsat' brand.

Ellies listed on the Alternative Exchange of the JSE Limited on 5 September 2007. As the dominant distributor of TV aerials and installation equipment to the retail, furniture, hardware and independent market, Ellies is ideally situated to capitalise on ever-increasing demand for these products in South Africa and to introduce new offerings to its extensive and diversified customer base.

Ellies has over 10 000 individual products in its range, from terrestrial antennae and satellite equipment to television, audio, domestic electrical and telephone accessories. In addition, Ellies distributes and rents premium-quality electrical and electrical equipment under the 'Ellies' brand, and satellite and associated equipment under the 'ElSat' brand.

The Ellies range has recently been expanded to include power-generation products such as generators and power inverters. The acquisition of Megatron Federal in 2008 adds power management and electrical switchgear and mini-substation manufacture and supply – this is expected to become a key component of the group especially as exports to Africa soar.

Ellies follows a policy of controlling products from manufacture, in most instances, to on-the-shelf delivery. By controlling the packaging, marketing, sales and distribution of both its own manufactured and imported products, Ellies meets its promise of timely, professional service to suppliers and consistent, affordable quality for consumers.

Group operations span 14 focus areas:

Manufacturing and engineering:
• Aluminium and plastics manufacturing
• Electronics manufacturing
• Light metal engineering

Manufacture, import and distribution of:
• Terrestrial television reception products
• Satellite television reception products
• Ellies electrical and surge-safe products
• Ellies audio equipment and accessories

Group services:
• Ellies Corporate Services
• ElSat full maintenance finance and rentals
• Packaging and marketing
• Sales and merchandising
• Distribution/logistics
• Facilities management and maintenance
 

Import, distribution and installation of:
• 1kVa to 500kVa generators (petrol and diesel)
• 120-1200W power inverters

Megatron Federal:
• Power management and electrical switch-gear
and mini-substation manufacture and supply
• Large power generation

Terrestrial TV reception products
TV antennae, related amplifiers and signal-distribution products are manufactured and distributed from the Ellies ISO 9001 certified production facility in Johannesburg.

Accessories
Ellies manufactures, imports and distributes a range of electronic telecommunications and related accessories including land-line telephone and computer accessories, electronic components for the independent repair and service maintenance market. Security From wireless and fixed-cable security products to a range of door chimes and intercom doorbells, and security spikes for wall tops.

Security
From wireless and fixed-cable security products to a range of door chimes and intercom doorbells, and security spikes for wall tops.

Remotes
The group imports, manufactures and distributes a wide range of universal remote controls and remote control extenders, including the popular 'Remote Blaster'.

Electrical and surge-safe
The group manufactures its own range of power inverters specially designed to work in extreme African conditions. In addition, domestic electric products such as plugs, extension cords and surge-safe protectors are manufactured and distributed to most leading retailers and independent outlets.

Alternative power solutions
Ellies is also active in the alternative power solutions market, offering generators – from 1kVa petrol units to 500kVa diesel units for both domestic and commercial use and inverters.

Satellite TV reception products
ElSat is the largest distributor of domestic satellite equipment in southern Africa, facilitating installations nationwide through its call centres and established relationships with reputable independent installers who benefit through the pre-paid installation voucher system pioneered by Ellies. ElSat manufactures the two popular dish sizes and imports the wider-sized range, and has become the largest distributor for the pay-TV groups. ElSat is a low-margin business balanced by low overheads and high-volume sales.

This is one of our fastest-growing focus areas. It offers a wide range of group services to the corporate market, namely casinos, hotels, residential complexes (multi-unit dwellings), hospitals, restaurants, retailers and shopping centres. It also supplies industrial audio and video/audio door-phone distribution systems. This offering includes design and project management of installation and supply of TV, satellite and other equipment – a managed project from conception to conclusion for clients that include leading hospitality, construction and property development groups, together with facilities management thereafter.

Audio equipment and accessories
Industrial audio – Ellies Audio designs, supplies and installs industrial audio systems which include a range of high-quality industrial audio products such as amplifiers and ceiling, column and wall-mounted speakers for all environments. Audiovisual accessories – the range includes audiovisual cables, plugs, headphones, speaker brackets and mounts for projectors, plasma screens, TVs and liquid crystal displays (LCDs). Ellies is also the appointed agents for the Sanus range of brackets and mounts.

ElSat Rentals
ElSat Rentals is another rapidly growing focus area, and facilitates the full maintenance rental of TV reception equipment, audio equipment, video/audio, intercom and access control systems, including installation and maintenance. Rental and maintenance agreements are provided predominantly to townhouse complexes, private users, businesses and shopping centres countrywide. Offerings include rent to own, monthly and daily power generator rentals.

Ellies has a dedicated R&D department with experienced engineers and holds patents for many of its manufactured products. The engineering, design and production facility adheres to global standards, with some plants now certified to ISO 9001 levels.

The facility comprises three key manufacturing divisions:

Aluminium and plastics manufacturing
Product development and manufacture of antennae using specialised machinery.

Light metal manufacturing
Manufactures furniture, computer stands, wall brackets, TV, VCR, LCD and plasma mounts, shelving, satellite and terrestrial mounting brackets and satellite dishes in an advanced light metal-fabricating plant. Ellies manufactures its own satellite dishes and support bracketry, catering for both coastal and inland conditions by using steel, stainless steel and galvanised materials. Ellies has its own tool and die manufacturing capabilities and powder coating plant, ensuring self-sufficiency. The group also has its own screen-printing capability, giving it the flexibility to meet the requirements of original equipment manufacturers (OEMs) to which it exports products. Recently the company completed the installation of a galvanizing plant for enhanced control of its manufacturing volumes and costs.

Electronics manufacturing
Electronics manufacturing incorporates advanced manufacturing facilities for surface mount devices (SMDs), amplifiers, remote extenders, video senders and other related electronic products using 'pick and place' SMD machines. Ellies manufactures a large range of internationally renowned remote control extenders under its own brand name 'Remote Blaster'.

Ellies has one of the largest packaging plants in the country, with specialised facilities including cryovacing and plastic blister packaging. An in-house marketing division creates and implements innovative strategies to ensure continued growth and brand awareness. Artwork for packaging and promotions is designed by the in-house art department.

The sales force comprises over 170 sales representatives, managers, product knowledge representatives and merchandisers throughout southern Africa.

The group's six key customer areas are:
• Retail chain stores
• Furniture chain stores
• Hardware chain stores
• Independent stores
• Exports
• Corporates

Fully stocked trade counters countrywide cater for small independent installers without storefronts. Each Ellies branch has a dedicated telesales department responsible for tending to customer needs and processing orders. Services include pre-paid installation satellite voucher co-ordination.

The group maintains extensive warehousing throughout Southern Africa to ensure 'just-in-time' deliveries to customers. These warehouses store products manufactured by the group as well as imported goods, with sufficient inventory to best meet orders processed.

Ellies operates its own vehicle fleet and uses courier services that specialise in deliveries to retail, furniture chains and independents in rural areas. These courier services have offices on site at Ellies head office in Johannesburg.

Most goods are delivered to customers anywhere in southern Africa with a 48-hour turnaround, with extensive container-loading facilities for expediting export orders. The company's forwarding and clearing agents have offices on site at head office.