Founded in 1919, AL & CD Ashley provides a complete solution in South Africa for international homeware brands, enabling the omni-channel brand experience for consumers. Our dedicated teams have many years of experience in successfully establishing, marketing, selling and supporting leading brands in the Southern African market.

As partners to brands and customers, we add value by providing a full suite of services, encompassing Imports, Sourcing & Private Label, Distribution, B2B Sales, Merchandising, Customer Returns management, E-commerce channels (DTC), Digital Marketing & Communities and Outstanding Customer Service.



The Beginning

Arthur Leslie (AL) Ashley arrives by ship in South Africa from North America after the First World War and starts a small agency business, AL Ashley Ltd who are manufacturers’ representatives for Eveready branded batteries and torches (flashlights) and Nielsen’s Chocolates, which were at the time considered a great delicacy after years of wartime rationing


The Roaring Twenties

AL Ashley’s success with Eveready products in South Africa eventually led to Eveready setting up their own factory in Port Elizabeth. This led AL Ashley to diversify his product offering and the business began to represent other North American factories. At the time, the company had showrooms in both Durban and Cape Town


CD Ashley Joins The Business

The business grows and AL Ashley's son, Charles Douglas (CD) Ashley joins him


AL & CD Ashley (Pty) Ltd is Founded

The company becomes AL & CD Ashley (Pty) Ltd when Charles Douglas Ashley takes over the management of the company from his father


AL & CD Ashley Brings Brabantia to South Africa

The company begins to sell the famous Brabantia brand in South Africa


Steve Ashley Joins The Business

Steve Ashley, CD Ashley’s son, joins the company


The Business Makes an Acquisition

AL & CD Ashley acquires another Cape Town agency business called Brown & Walton. This expands the company’s offerings to include textiles and Belgian carpets


The 1980’s

The business now sells various diverse product lines including carpets, electronics, locks and thermometers


Steve Ashley Takes Over The Business

CD Ashley passes away and Steven Ashley becomes the MD.


New Additions

Cliff Keet and Greg Ashley join the business


New Offices

After many decades the business moves out of the Cape Town CBD


100 Years

The business celebrates it's 100th year in business. We are still constantly adapting to change.


Present Day

The business offers a full suite of value added omni-channel services to brands in the Southern African market

The Future

The business continues to build its brands and  communities in the market by partnering with leading retailers and delighting consumers