BDI

Electra Consumer Products (1970) Ltd.

Consumer Products

Profile

Founding Year 1951
Address 1 Sapir St., New Industrial Area, Rishon Le'Zion 7570460 - View Map
Phone 972-3-9530463
Fax 972-3-9530763
Email [email protected]
Company Website www.electra-consumer.co.il
   
   

Managers

Daniel Salkind, Chairman of the Board, Electra Consumer Products (1970) Ltd.

Daniel Salkind

Chairman of the Board

Zvika Schwimmer, Chief Executive Officer, Electra Consumer Products (1970) Ltd.

Zvika Schwimmer

Chief Executive Officer

Yoni Tsabri, Deputy Chief Executive Officer, Electra Consumer Products (1970) Ltd.

Yoni Tsabri

Deputy Chief Executive Officer

Yoni Tsabri, Chief Financial Officer, Electra Consumer Products (1970) Ltd.

Yoni Tsabri

Chief Financial Officer

About Electra Consumer Products (1970) Ltd.


Electra Consumer Products is one of Israel's leading consumer products groups. The company is a market leader in the fields of air conditioning and consumer electronics, as well as an operator of number of leading retail networks across few industries - consumer electronics, food, sports & outdoor products. Electra is part of Elco Group Ltd. – one of Israel's largest holding companies. Elco's and Electra CP's shares are traded on TASE.

78 years after its establishment (1945), Electra nowadays employs about 6,500 employees. The company serves 3 million customers annually, holds more than 250,000 sqm of commercial properties, and is involved in 80,000 transaction every day, in 300 Points of Sale across Israel. The company’s turnover amounted to NIS 6.2 billion in 2022.
Electra Consumer Products has one of the most advanced factories in the Middle East for manufacturing air conditioning systems and heat pumps, in cooperation with the Bosch corporation. Recently, Electra CP acquired controlling interests in “Sa’ar A.T. Entrepreneurship and Commerce Group” and in the food retailer “Yenot Bitan”.
The company’s operations are divided into five divisions: Consumer Electronics, Consumer Electronics Retail, Food Retail, Sports and Leisure and Real Estate.

Areas of Activity
Consumer Electronics: Electra manufactures, imports, markets and distributes consumer electronics of local and international brands. Electra is more than 30 years experienced in the consumer electronics field, dominating the Israeli premium market. The company has vast experience in launching and distributing leading global brands and is the exclusive representor of Miele, Liebherr, Sauter, Breville, Philips and more.
In addition, the company manufactures and buys various types of climate systems that it distributes in the local market and abroad – inter alia through a factory in cooperation with Bosch company (which acquired 40% of Electra’s factory). Electra is leading the Israeli HVAC category with a market share of about 40%, and sales of more than 400,000 units per year.
Electric Retail Chains: Electra operates some of Israel’s leading consumer electronics retail chains. “Machsanei Hashmal”, “Shekem Electric” and “Shekem Electric Duty Free” operate more than 75 branches across Israel, with annual revenues of NIS 1.95B in 2022. Machsanei Hashmal is Israel’s largest electronics and appliances retailers, with a broad nationwide footprint of 55 branches. Machsanei Hashmal operates an e-commerce site that enables its customers to buy products and have them delivered to their homes or pick them up in a nearby branch, automatically, quickly and transparently.
Food Retail: In 2021, Electra acquired 35.07% of the shares of Yenot Bitan, becoming the de facto owner of controlling interests of this food retail chain. The chain currently operates 150 branches, under the brands “Mega in the City”, “Mega Market”, “Yenot Bitan” and “Shuk Mehadrin”. It has an annual turnover of about NIS 2.85B in 2022. In March 2022, Electra signed a franchising agreement for operating the food retail network Carrefour in Israel, and the current stores of Yenot Bitan and Mega would be converted to Carrefour stores within several years. In May 2023, Electra launched 50 Carrefour stores in Israel simultaneously. In addition, In January 2023 Electra launched in Israel the international convenience stores brand – “7-eleven”, intending to open hundreds of stores in the coming years.
The Sports and Leisure Division: In 2021, Electra bought Saar Group, the importer and distributor of the outsdoor brand Columbia and additional sport and outdoor brands. The group has three chains, which together employ more than 250 employees: “Columbia” (20 branches), “Outsiders” (12 branches) and “Shvilim” (18 branches). In order to further develop their sports division, in 2023 Saar signed a franchising agreement with adidas, to operate 45 of adidas stores in Israel.
Investment Properties: Electra holds a 180-dunams real estate complex in Rishon LeZion. In 2019, the company bought more than 50 dunams of lots from the Rishon LeZion Municipality for various purposes. Electra sold half of the Rishon LeZion complex to the Reality REIT, under a valuation of NIS 275 million. The lands’ book value was NIS 216 million – an appreciation of about NIS 60 million.
In the framework of a cooperation with Bosch, a technological industrial park would be built in Ashkelon with a NIS 100 million investment. Inside of this park, which would be built in strict green standards, Israel’s largest and most advanced HVAC factory would be built, a technology incubator, and also “Electra Academy” in the framework of a unique cooperation with Ben Gurion University. About 300 employees would be employed in the park.

Electra’s Vision
Electra Consumer Products (1970) Ltd. intends to improve the life quality of Israeli consumers, product by product, service by service, experience by experience, through expanding the portfolio of brands, chains and distributed products – where, how and when the consumer wants them.
Production to Recycling – We take responsibility for the entire chain of value of the products and the services that we supply, and lead a green policy including building an advanced recycling plant for air conditioners and refrigerators.

Values:
• Leadership • Reliability and transparency • Innovation • Quality • Consumer commitment • Corporate Responsibility • Commitment to the community and the environment • Projects to increase diversity with an emphasis on women and minorities • Setting quantitative goals in the areas of environmental, social, and corporate governance • Calculation of greenhouse gas emission projects to reset emissions • An orderly process of assimilation of a code of ethics among employees • Turning the concept of sustainability into a written policy • Establishment of a recycling plant as part of a circular economy concept.

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