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


Mauricio Wior, Chairman of the Board, Shufersal Ltd.

Mauricio Wior

Chairman of the Board

Yitzchak Abercohen, CEO, Shufersal Ltd.

Yitzchak Abercohen



The Shufersal Group is Israel's most significant and leading retail chain. The Group has 358 stores covering 533,000 square meters, of which 285 are Shufersal branches, and 73 are BE stores, while four online shipping centers cover 12,000 square meters. The Group has 15,000 employees. In addition, Shufersal operates an online shopping site and an advanced shopping app.

Other Senior Executives

Uri Kilstein

Deputy CEO and VP, Trade and Marketing

Talya Huber


David Laron

VP, Operations and the Supply Chain

Zvika Fishheimer

VP, HR, & IT

Sharon Gambasho

VP, Properties AND Development Director

Zvi Baida

VP, Customers and Services

Aran Meiri

Legal Counsel

Shufersal – Latest Financial Data
Shufersal’s 2018 revenue totaled NIS 12.8 billion and its shares are listed for trading on the Tel Aviv 35 and Tel Div indices.

The Company operates two nationwide groups of stores:
The Discount Stores Group:
Shufersal Deal (110 stores) – a nationwide chain of stores noted for discount prices and a wide range of products.
Shufersal Online – Israel’s largest e-commerce website. Offers its customers precise consumers’ a convenient and readily available shopping experience along with discount prices. Sales through this channel accounted for approximately 13.6% of all sales in 2018. The Company anticipates further growth in this area of activity, and this growth is in line with maintaining the quality of service provided to its customers. The company is currently building new online automated shipping facilities.
“Yesh” format (28 stores) – designed to address relatively large consumption baskets, high-level kosher product lines, and a straight-forward shopping experience, while adapting the range of products to different populations.
The chain includes the following formats: “Yesh Chesed” – which appeals to the ultra-Orthodox sector, and “Yesh B’Schuna” – which is based on a simple shopping experience at low prices.

The Neighborhood Stores Group:
“Shufersal Sheli” (81 stores) – neighborhood supermarkets located in the city centers. The format provides convenience, service, proximity, availability, and freshness. The “Shufersal Sheli” stores emphasize personal attention and thorough knowledge of the needs of the local customer.
Shufersal Express (59 stores) – an urban network tailored to today’s routine customer and convenience habits. The stores are operated mainly by franchisees.
Organic Market – as part of the Israeli health revolution, Shufersal wants to address the demand for healthy, fresh, and organic food. There are now 80 Organic Market departments in various Shufersal stores, along with six independent stores.

The “Shufersal” Private Label Brand:
The Shufersal chain offers its customers some 5,100 products under its private label brand. The products are noted for high quality at attractive prices. These products are carefully selected by experts and are subject to stringent quality control. The purpose of private brand products is to offer customers a reduced-price alternative to good quality products like the quality of the branded products in the category. Under the “Shufersal” brand, a customer can find products in all categories, including groceries, meat products, frozen and chilled products, vegetables, fruits and beverages, as well pharm, baby products, home care and products. Sales of private-label products in 2018 accounted for some 24% of all retail sales.

Customer Affinity Club:
Shufersal develops its Loyalty Club and provides its members with real benefits based on familiarity with their personal consumption habits.. Club members enjoy accumulating points on all purchases, personalized promotions, personalized mailings with discount coupons, targeted promotions and special events held at stores. As of the end of 2018, Club membership was 1.9 million households. As of the second quarter, the Club’s customers also receive benefits at the BE chain.

Real Estate:
The division was formed to develop and enhance Shufersal’s real estate properties, thus adding value to the Company and its shareholders and enabling management to focus on real estate as a separate field. Shufersal Real Estate operates income-yielding real estate properties, with the chain’s stores located in the center. Surrounding these areas are leased retail space as well as various other income yielding real estate properties. The value of real estate owned as investment property is NIS 2.4 billion.

Credit Card Management
The Company replaced its CAL credit card operator. During 2018, the Company recruited some 510K customers and reached the same number of cards as with its previous operator. The new card offers customers more significant benefits along with improved value to the Company.

Shufersal launched its BE network, which was originally acquired at the end of 2017. The chain provides a refreshing new digital experience for customers in the worlds of beauty and toiletry. At the end of the year, Shufersal began selling BE products on its online channel as well.

Customers and Service:
At the heart of Shufersal’s business strategy is its customer base. Shufersal considers itself a service provider in each of its areas of operation. Shufersal designated service as a strength sector with differentiation from the rest of its competitors and is investing heavily in further enhancing the online customer experience with the goal of having the customer re-select it every time. Shufersal also operates a commercial Facebook page, with over 470 thousand visitors.

Self-service check-outs, Shufersal app; scan and buy project – a new service that allows self-scanning of products either manually or by mobile app. The service enables customers to save time waiting in line, get straight to pay and leave.

Logistics Centers
Shufersal has four main distribution centers (which distribute some 70% of its product line) that enable controlled and concentrated goods management, and substantial logistics cost savings. The operation of the new logistics centers allows for an increase in the percentage of self-distribution, change and streamlining of work processes and the supply at the stores.

Shufersal Business
Shufersal Business is a business unit that focuses on Shufersal’s activities with the business sector, public bodies, and associations. The Company intends to continue to develop its operations in this field and to increase exposure to its activities through additional channels, including expansion of direct sales activities for small businesses (through Shufersal Online and the Company’s stores), direct sales from the Company’s logistics centers and increased activity with the institutional market. In early 2018, Shufersal launched its first Cash & Carry store format that caters to the business sector and the institutional market at wholesale.

Gidron is a Company subsidiary that produces and delivers baked goods to both Shufersal and other customers.

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