Shufersal Ltd.

Food and Consumer Goods - Retail Marketing Chains, Real Estate Activities


Founding Year 1957
Address 30 Shmotkin St., Rishon Le'Zion 7536333 - View Map
Phone 03-9481727
Fax 03-9505817
Email [email protected]
Social Networks
Company Website


Yaki Vadmani, Chairman of the Board, Shufersal Ltd.

Yaki Vadmani

Chairman of the Board

Yitzchak Abercohen, CEO, Shufersal Ltd.

Yitzchak Abercohen


About Shufersal Ltd.

The Shufersal Group is Israel's most significant and leading retail chain. The Group has 387 stores covering 536,000 square meters, of which 301 are Shufersal stores, 86 are BE stores, and eight online delivery centers covering 27,000 square meters. The Group has 16.7 thousand employees. Shufersal also operates an online shopping site and an advanced shopping app.

Other Senior Executives

Nir Matosvitz

Deputy CEO and VP of Trade and Marketing

Talya Huber

Chief Financial Officer

David Laron

Deputy CEO and VP of Operations and the Supply Chain

Zvika Fishheimer

VP of Human Resources, Administration, and Information Systems

Sharon Gambasho

VP of Research, Development and Properties

Zvi Baida

VP of Customers and Service

Aran Meiri

Legal Counsel

Shufersal – Up-To-Date Financial Data
Group revenue for 2020 totaled NIS 15.2 billion. Shufersal shares are traded on the Tel Aviv’s 35 Index and the Tel Div Index.

The Company Operates Two Groups of Branches Nationwide:
The Discount Stores Group
Shufersal Deal (107 stores) – a nationwide chain of stores noted for discounted prices and a wide range of products.
Shufersal online – Israel’s most significant online sales site for food products offers a convenient shopping experience at discounted prices. In 2020, online activity grew by 50%, and sales through this channel accounted for 19.9% of Group sales in 2020 (NIS 3 billion). The Group is establishing two automatic delivery centers that are expected to open in 2021 and 2022.
“Yesh” (29 stores) – designed to provide a solution for relatively large consumer baskets, with elegant kashrut and an easy shopping experience, while adapting the range of products to different populations. The chain includes the following sub-formats: “Yesh Chesed” – which caters to the ultra-Orthodox sector, and “Yesh in the Neighborhood” – based on a simple shopping experience at lower prices.

The Neighborhood Stores Group
Shufersal Shli (81 stores) – neighborhood supermarkets in city centers. The format provides convenience, service, proximity, availability, and freshness. At the “Shufersal Shli” stores, emphasis is placed on personal treatment and in-depth familiarity with the needs of the local consumer.
Shufersal Express (77 stores) – an urban chain adapted to current consumption and convenience habits. The stores are operated mainly by franchisees.
Green – As part of the Israeli health revolution, Shufersal seeks to meet healthy, fresh, and organic food demand. There are now 84 Green complexes within Shufersal branches, besides 5 independent stores.

Shufersal Private Label
The Shufersal chain offers some 5,100 products under its private label, which are considered quality products at attractive prices. These products are carefully selected by experts and undergo stringent quality controls. The purpose of private label products is to offer the chain customers a discounted alternative of good quality products like the quality of the branded products in the category. Under the Shufersal brand, the customer can find products under all categories, including grocery, meat products, frozen and chilled products, vegetables, fruits, beverages, pharma, baby products, home care, and home products. The sales rate of private label products in 2018 accounted for about 26% of all sales in the retail sector.

Customer Affinity Club
Shufersal nurtures its customer affinity club and provides its members with real benefits based on its familiarity with specific and personal consumption habits. Club members enjoy accumulating points on every purchase, customized promotions, personalized mailings with discount coupons, targeted promotions, and special events held at branches. As of the end of 2020, the club numbered 2.1 million households. Club customers also receive benefits at the BE chain.

Real Estate
This segment was formed to develop and improve the Group’s real estate properties, thus adding value to the company and its shareholders and enabling managerial focus in the real estate field as a separate field. Shufersal Real Estate operates income-producing real estate properties, including the chain’s branches in Israel’s center and surrounding commercial areas for rent, as well as various income-producing real estate properties. The value of the owned real estate is NIS 2.5 billion.

This chain provides a new digital and refreshing experience for customers in the world of pharm, beauty and toiletries. During the year, the range of BE products sold through the online channel was expanded.

Shufersal Business
Shufersal Business is a business unit that coordinates Shufersal’s activities with the business sector, public bodies, and non-profit associations. The company intends to continue to develop its activities in the field and increase exposure to the company’s activities in other channels, including expanding direct sales to small businesses (through Shufersal Online and the company’s branches) and direct sales from the company’s logistics centers and increasing activity with the institutional market. In 2020, Shufersal launched its second store in the “Cash & Carry” format, which caters to wholesale sales to the business sector and the institutional market.
The company has acquired control of “Amiga,” which will serve as a platform for development in the food service industry market in particular and the institutional market in general (hotel, restaurant and catering market).

A subsidiary that manufactures and supplies pastries to both Shufersal and various other customers in the market.

Credit Card Club Management
At the end of 2020, the company will have 641,000 credit credit cardholders. The company has begun offering financial solutions to customers in some branches.

Customers and service
At the heart of Shufersal’s business strategy are its customers, and the company sees itself as a service provider in each of its areas of activity. Shufersal has marked service as a strength and differentiation from the rest of its competitors, and it invests heavily in further improving the customer experience to help the customer choose it again and again. In addition, Shufersal operates a commercial Facebook page, one of the most active in Israel, with over 495 thousand members.
Self-service checkout centers, Shufersal app; Scan and Buy project – a service that allows self-scanning of the products by a manual terminal or via the mobile application. The service enables customers to save waiting in line and get straight to the checkout, pay, and leave.

Logistics centers
Shufersal has four main distribution centers (which distribute about 70% of its products) that enable supervised and centralized goods management and significant savings in logistics costs. The operation of the new logistics centers makes it possible to increase the percentage of self-distribution, change and streamline work processes and the supply chain and work at the branches.

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