Dealing in securities by directors of the company and a director of a major subsidiary of the company ELLIES HOLDINGS LIMITED (Incorporated in the Republic of South Africa) (Registration number: 2007/007084/06) JSE code: ELI ISIN: ZAE000103081 (“the company”) DEALING IN SECURITIES BY DIRECTORS OF THE COMPANY AND A DIRECTOR OF A MAJOR SUBSIDIARY OF THE COMPANY Shareholders are advised of the following information relating to the dealing in securities by two directors of the company and by a director of a major subsidiary of the company. Name of director: Ryan Otto Transaction date: 26 July 2012 Class of securities: Ordinary shares Nature of transaction: Purchase of contracts for difference in respect of 1 913 831 shares at R5.58 per share; and Conversion of forward purchase obligations in respect of 2 306 754 shares (previously announced on 2 April 2012) to contracts for difference in respect of that number of shares at R5.60 per share. Total value: R23 596 999.38 Clearance to deal received: Yes Name of director: Grant Melville Name of subsidiary company: Ellies (Proprietary) Limited Transaction date: 26 July 2012 Class of securities: Ordinary shares Number of securities: 1 000 000 Highest trading price on the day: R6.08 Volume weighted average price per security sold: R5.76 Lowest trading price on the day: R5.75 Total value: R5 763 267.86 Nature of transaction: On-market sale Clearance to deal received: Yes Name of director: Raymond Berkman Transaction date: 27 July 2012 Class of securities: Ordinary shares Number of securities: 800 000 Price per security: R5.75 Total value: R4 600 000.00 Nature of transaction: Off-market purchase Clearance to deal received: Yes 30 July 2012 Sponsor Java Capital Date: 30/07/2012 05:04:00 Produced by the JSE SENS Department. The SENS service is an information dissemination service administered by the JSE Limited ('JSE'). The JSE does not, whether expressly, tacitly or implicitly, represent, warrant or in any way guarantee the truth, accuracy or completeness of the information published on SENS. The JSE, their officers, employees and agents accept no liability for (or in respect of) any direct, indirect, incidental or consequential loss or damage of any kind or nature, howsoever arising, from the use of SENS or the use of, or reliance on, information disseminated through SENS.