Electra Consumer Products (1970) Ltd.

Electra is one of Israel’s leading consumer product groups, active in the fields of HVAC, heating systems and electrical products, and operating 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 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 7,100 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 330 Points of Sale across Israel and online. The company’s turnover amounted to NIS 6.5 billion in 2023.

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 a market share of about 40%, and 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 80 branches across Israel, with annual revenues of more than NIS 2B in 2023. 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 or pickup in a nearby branch. with annual sales of NIS 300M.

Food Retail: Electra, the owner of controlling interests in Global Retail Ltd., brought to Israel the international retail chain Carrefour. In the first year, the company converted 100 out of 151 stores into Carrefour stores, and introduced to the Israeli market thousands of Carrefour-branded products which are manufactured at European standards and attractively priced. Revenues in 2023 amounted to about NIS 3 billion. In 2024, the company has increased its holdings in the chian to 50%, turning into the de facto holder of controlling interests. In late 2023, the credit card “Carrefour Club” was launched in cooperation with Bit and Bank HaPoalim: The only credit card in Israel that combines food, sport, leisure, consumer electronicsa 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 250 employees: “Columbia” (24 branches), “Outsiders” (13 branches), “Shvilim” (16 branches), and “Ripcurl” (6 branches).

Adidas
Electra holds 100% of the Adidas store chain after it signed in 2023 a franchising agreement with Adidas, and it currently operates 42 Adidas stores in Israel.

Investment Properties: In 2019, Adidas completed the acquisition of more than 50 dunams of lots from the Rishon LeZion Municipality for various purposes. In 2021, it sold half of the Rishon LeZion complex to the Reality REIT, under a valuation of NIS 275 million. The lands’ book value as of the sale date was NIS 216 million – The sale reflected an appreciation of about NIS 60 million. In 2022, the lands’ value further appreciated to NIS 327 million. In 2022, the company completed the acquisition of adjacent lots from the municipality, in cooperation with the Reality REIT, an area of about 4.5 dunams (the company’s share) for about NIS 57 million. In 2020, Electra acquired 32 dunams in Ashkelon for NIS 128 million and in April 2024 it completed the acquisition of a commercial building for operating stores in Ashdod for NIS 30 million.

Our 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.

Our Values

• Leadership
• Sustainability
• Reliability and Transparency
• Innovation
• Quality
• Commitment to Consumers
• Corporate Responsibility

Commitment to the Community and the Environment

• Projects for increasing diversity, with an emphasis on women and minorities
• Quantitative ESG goals
• Calculating greenhouse gas emissions, zero-carbon initiatives
• A formal implementation process of the company’s code of conduct
• Turning sustainability from a concept to a written policy