Electra Consumer Products (1970) Ltd.

Electra is one of Israel’s leading retail and consumer goods groups, active in the fields of HVAC, electrical products, and operates leading retail chains in the segments of consumer electronics, food, leisure and sport products:
Machsanei Hashmal, Shekem Electric, Carrefour, Carrefour Club, Columbia, Shvilim, Ripcurl, Outsiders, Adidas (franchise), and more.

About Electra Consumer Products (1970) Ltd.

Electra Consumer Products is one of Israel’s leading retail and consumer goods groups. The company is a market leader in the fields of air conditioning and electrical products, 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.

80 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 60 millions transactions annually, in 337 Points of Sale across Israel and online. The company’s turnover amounted to NIS 7.4 billion in 2024.

The company’s operations are divided into five divisions: Consumer Electronics, Consumer Electronics Retail, Food Retail, Sports and Leisure and Real Estate.

Areas Of Operations

Consumer Electronics – Electra leads the Israeli HVAC category with sales of more than 400,000 units annually. In addition, 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 such as Miele, Liebherr, Sauter, Breville, Philips, TCL and more.

Electric Retail Chains: Electra operates some the retail chains “Machsanei Hashmal”, “Shekem Electric” and “Shekem Electric Duty Free”, which operate more than 92 branches across Israel, with annual revenues of more than NIS 2.5B in 2024.
Machsanei Hashmal is Israel’s largest electronics and appliances retailers, with a broad nationwide footprint of branches. Machsanei Hashmal operates Israel’s largest consumer electronics website, PaynGo, that enables its customers to buy products with same-day home delivery.

Food Retail: Electra, the owner of controlling interests in Global Retail Ltd., operates in Israel the international retail chain Carrefour. In two years the chain opened 151
branches nationwide and introduced to the Israeli market thousands of international quality products at market-breaking prices of the international brand Carrefour.
Revenues in 2024 amounted to about NIS 3.3 billion. the credit card “Carrefour Club” is the group’s credit card, in cooperation with”Cal” and “Bit”, that combines food, sport, leisure, consumer electronics and flights.

The Sports and Leisure Division: In 2021, Electra bought Saar Group, the importer and distributor of the outdoor super-brand Columbia and Outsiders, Ripcurl, Shvilim and additional brands. The group has three chains, which together employ more than 390 employees: “Columbia” (24 branches), “Outsiders” (13 branches), “Shvilim” (16 branches), and “Ripcurl” (7 branches).

Adidas
Electra is the main franchisee for operating Adidas stores in Israel and operates 40 branches of the Adidas brand in the country.

Investment Properties: In 2019, Adidas acquired from the Rishon LeZion Municipality more than 50 dunams of lots for an income-producing real estate project. Since then, there has been a continuous increase in value: from about NIS 216 million on the eve of the sale of part of the complex in 2021, to about approximately NIS 327 million at the end of 2022, and up to NIS 390 million in the first quarter of 2025. In 2021, it sold half of the complex to the Reality REIT, under a valuation of NIS 275 million. And in 2022, the company acquired with itadjacent lots, an area of about 4.5 dunams for about NIS 57 million. In June 2025, the deal with the Reality Fund was canceled and Electra acquired its share, thus, it currently holds full rights to the complex, which covers about 62 dunams.
At the same time, the company expanded its operations in other areas as well: in 2020, Electra acquired about 32 dunams in Ashkelon for NIS about 130 million and in2024 it acquired an active commercial building in Ashdod for operating stores for about NIS 30 million.