We strive to provide a tailor-made, specialized and professional service to our clients.  We facilitate outstanding service delivery, beneficial to all parties involved.  We walk the extra mile for you.


SA Group's values, serve as the platform on which we operate and grow. We aim to supply a trustworthy service, based on sound business principles and backed by a strong code of ethics. We are constantly working to better ourselves. We are unwavering in our work ethic, professionalism, integrity
and honesty.
  •  We exist for and because of our clients
  •  We achieve because we work as a team
  •  We have an attitude that says: YES!


Our vision is to fill a void in the auction industry.  
We deliver an online and onsite service to any 
client, national or international, and operate professionally and honestly, thus ensuring the
highest level of service to our clients.  
SA Group provides its clients and customers 
with a continuous personalized and transparent service from the initial contact, 
pre-sale, planning and marketing, until 
financial settlement.


SA Auction was established in 2009.  With our head office in Bloemfontein, and sales depots in the Free State and Gauteng, we are able to serve the entire country from a central point.

In 2016, SA Auction expanded into a group of companies, thus originated: SA Group.  SA Group arose from a need in the industry for an auction house that understands and accommodates each individual’s needs.  SA Group is divided into a group of five companies:  SA Auction, SA Trading, SA Livestock, SA Property and SA Shop Online.  A specialist in each company division, tends to the client’s requirements in every possible way.

The two founders, Rudi Herbst and Jacques Le Roux, with their professional and zealous team, have a combined experience of 27 years, built a company that many corporate entities rely on turning their assets into wealth.  No auction is too big or small for us.  With a wide network of national and international buyers we can guarantee you that the best prices will be attained at every auction.

SA Group’s world-class website www.sagrouponline.co.za has become a display hub and key marketing tool during the past years, and received approximately 24 000 sessions and 85 000 page views per month, from across the globe.  Marketing outlines the most important part of any auction and sales, thus our marketing team exerts themselves to ensure the intended market for each asset is in aim.  We succeed in reaching the decision makers that matter.


SA Group offers our clients a variety of services such as the auctioning of commodities, commercial development and properties, residential properties, industrial machinery and transport as well as livestock and out of hand sales.  Whatever your disposable assets may be, SA Group can guarantee an unforgettable auction or out of hand sales experience with profits. This is the auction and sales platform of the future!

Our goal is simple!  Relieve clients of their unwanted assets by providing an easy accessible platform online or onsite to any potential buyers. SA Group goes beyond the traditional framework of auctioneering and sales providing pre- and post- sales support as well as consultations during the entire process.

As a well-connected company, each auction is guaranteed to have numerous potential buyers from all over the world. We are firm believers in marketing. Exploiting the best publications available, as well as multimedia (website, social media and internet advertising) to administer a comprehensive advertising campaign for each auction, ensuring that buyers in all sectors are reached at no extra cost to our valued client.

The success of our auctions and sales are due to our auctioneers’ and traders’ characteristics:

• In-depth knowledge of the product, commodities and property they auction/sell
• An understanding of the buyers by the gathering of vital information before each auction/sell
• The sense to drawing attention to each sale
• Dedication to achieve the best prices on each item sold
• Professional, code honouring conduct at all time. SA Group will meet with any client, appraise the assets and draw up a proposal in accordance with needs outlining the costs involved, the time and date as well as the location and venue that best suits the client’s needs.  We place great value on client satisfaction.


• SA Group is proud to be associated with SAIA, the Estate Agency Affairs Board of South-Africa and BBBEE.
• As a fast growing company in the auctioning of assets, we as SA Group are committed to Broad Based Black Economic Empowerment (BBBEE). It is critically imperative to the continuing growth and success of our country; therefore we embrace BEE now and are committed to long-term economic transformation and upliftment.
• Our auction group is an accredited Level Four contributor.
• All transactions, contracts & services provided are in accordance with professional affiliation standards.
• Financial management in alliance with professional auditing & legal service providers.
• Staff development and training focuses on empowering individuals with new skills and career growth and development.