HONESTY
Our most important attribute. How we handle pricing, what mark-ups to enforce, what savings to offer, is based on our integrity and openness in our business practice. We believe our customers cannot trust a supplier whose sole intention is to sell. That is why Al's makes a difference by offering honest-to-goodness service and pricing structures in the best interests of our clients. Always.

ATMOSPHERE
Shopping in surroundings that are conducive to effective buying and decision-making is important to Al's. So we make sure that sales staff are non-pushy and courteously helpful at all times. There's no question that moods affect your money. A relaxed, feel¬ good climate in which to enjoy your shopping is what Al's wants you to experience.

RELIABILITY
We'd like to think that our customers rely on this one quality possibly more than anything. If our shoppers cannot depend on our reputation for offering the very best deal for their money at all times, of what value are we to them. To remain a reliable force in the trade we try to be constant in our commitment to keep prices low, quality high and service efficient.

DEDICATION
Hardware is our business. It's all we do. It's what we enjoy doing. It's what we take pride in. Our business is not merely a time-consuming money-maker that brings in a fat till slip at the end of the day. Our concern is to provide the best solutions for your every hardware project in order to make life and your pocket book feel more comfortable. Such is our calling.

WARRANTY
We make a lot pledges at Al’s. We give a lot of assurances. In a marketplace rife with uncertainty our customers must know that our undertaking is to always secure our promises by action and delivery. So, while every product bought at Al's comes with a quality warranty, normally limited- be assured that our guarantee of superlative customer service knows no bounds.

ATTENTION
This characteristic cannot be underestimated. It refers to our own attention to detail in every thing we do at Al's. And it applies to the attention we give to our customers. Our customers make us profitable and keep us in business, that is why they deserve all the esteem, acknowledgement and appreciation we can give them. The slogan, Al's Your Pal, underlies this concept. Friends appreciate friends while establishing relationships geared for solid togetherness. We'd like to court this philosophy as one of our anchor character traits.

REPUTATION
The Al's brand, although only in its 4th year of operation in the trade, has wasted no time in putting the screws on the competition. We have been diligent and vigilant- as well as daring in our strategy to undercut, under price and discount as close to the bone as we could. Not surprising that Al's was voted amongst the leading hardware stores in Gauteng. In a survey published in the Star in August 2004 Al's featured in third slot amongst the leading Hardware Brands in the Province. In the same survey in 2005, Al’s ranked second. Possibly a fair indication that we rank pretty good in South Africa - wide stakes as well. Something to write home about. And what we want our customers to feel proud about and build a home with!

EXPERTISE
Al's has studied the hardware trade good and well. So we know the business. That's why we've made it our business. So when you're shopping at Al's, You are safe in the hands of the experts. We've had the training, experience and know-how to advise you, guide you and provide you with best all-round value your hard-earned money can buy.