Shufersal Ltd.

Retail Marketing Chains for Food & Consumer Goods; Income-Producing Real Estate Activities

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Company's Profile

Established: 1958
Line of Business: Retail Marketing Chains for Food & Consumer Goods; Income-Producing Real Estate Activities
Address: 30 Shmotkin St., Rishon LeZion 7536333
Phone: 1-800-56-56-56
Fax: 972-3-9505817
Email: [email protected]
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Company Executives

  • Yitzchack  Abercohen, Shufersal Ltd.

    Yitzchack Abercohen

    Chairman of the Board

    Shufersal Ltd.

  • Ori Watermann, Shufersal Ltd.

    Ori Watermann

    CEO Shufersal Group

    Shufersal Ltd.

  • Nitzan Goldberg, Shufersal Ltd.

    Nitzan Goldberg

    VP Commerce and Marketing & Deputy CEO

    Shufersal Ltd.

Leading Executives

    Ori Watermann CEO
    Nir Matosevich Deputy CEO & Director of
    Trade & Marketing
    Roee Freibach CEO shufersal subsidiaries
    Ayelet Tzur CFO
    Zvi Baida CEO shufersal online
    Aaron Kaufman VP Legal Counsel
    Shai Vardi VP Information Officer
    Eran Sela VP Retail & Sales
    Yiftah Bloch VP Supply Chain
    Tali Tuval VP of Corporate Communications
    Einat Amitay VP of Human Resources
    Hila Milo CDO Director of Strategic
    Processes Division
    Oren Hod CEO Shufersal Real Estate
    Shai Tal Head of retail real estate
    Daniel Verdiger CEO Yesh
    Shimon Chadad CEO Shufersal Finance
    Einat Peled Shapira CEO Be
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About Shufersal Ltd.

Shufersal is the largest retail group in Israel. The group continues to develop and is preparing to double its online activity with the construction of innovative automation collection and delivery centers. Through its Pharm Be chain, activities in finance, business, real estate and the Shufersal travel tourist site, the group focuses on customer experience and expands to other fields. The group has about 411 branches in an area of about 553,000 sq.m., of which 311 are Shufersal branches and 90 BE branches, as well as online delivery centers in an area of thousands of square meters in which it employs about 16.6 thousand employees. In addition, Shufersal leads the online retail in Israel and in particular in the field of food through the Shufersal Online shopping website and app. Over the years, Shufersal has established its position as a leading consumer products supplier in Israel, thanks to a vision and strategy that seek to bring benefit and value to its various audiences in a convenient, accurate and customized shopping experience. The group operates in 3 main operating segments: retail, real estate, and pharma by the Be chain.

Updated Financial Data

The company generates revenues of over 14 billion Shekels a year, and its shares are traded on the Tel Aviv 90 index.

Food Retail

Shufersal operates several retail formats and sub-chains: Shufersal Deal - a discount chain that advocates cheap prices all year round; My Shufersal - municipal and neighborhood branches; Shufersal Express - a chain of urban convenience stores; Cash and Carry - for customers from the business and institutional sector; Yesh Hesed - a chain designed for large families and religious consumers; Green - a chain of organic stores. Shufersal Online - the shopping site and app serve hundreds of thousands of customers a month and make the platform a leader in Israel in the sale of food products with an easy and available shopping experience and at discounted prices. Shufersal is established two new automatic pick-up and delivery centers in Modi’in and Kadima, which are at the beginning of activity and are meant to assist with the growing number of online customers. The unique and advanced technology allows automatic collection of the products in the ordering process and thus improves the quality of service, assists in increasing the range of products and improve their availability and quality. One of the world’s leading manufacturers of storage and collection technology, KNAPP, is responsible for the shipping centers.

Private Label

About 5,985 products are available under Shufersal’s private label, which are characterized as quality products at attractive prices. These products are carefully chosen by experts and undergo stringent quality controls. Under the Shufersal brand, you can find products under all categories including grocery, meat, frozen products, vegetables and fruits, beverages, pharma, baby products and household appliances. Shufersal’s private label continues to grow and accounts for about 28% of the chain’s sales. This has made the Shufersal brand one of the five largest food suppliers in Israel and one of the group’s significant growth engines.

Shufersal SUPREME Customer Club

Shufersal’s customer club is the leading and largest in Israel and numbers about two million families. The new program launched this year, Shufersal SUPREME, offers a significant improvement in terms and benefits along-side an easy and fast connection with PayBox digital wallet. Along with the new accrual program, the SUPREME Club offers a variety of benefits to its customers including discount coupons according to the customer’s shopping habits, promotions and discounts for club members, club events and digital services for members of the club only, such as smart cart, independent cashiers and more.

Real Estate

The purpose of the activity is to develop and improve real estate assets, thus providing the company and its shareholders with value and enabling management to focus on real estate as a separate activity. Shufersal Real Estate manages income-producing real estate, including the chain’s branches in the center region, as well as the commercial areas designated for rent and various other income-producing real estate properties. Shufersal Real Estate contributes to strengthening Shufersal’s profitability, value and financial strength.

Shufersal Finances

Shufersal in cooperation with CAL gives to about 650 Shufersal credit card customers greater benefits than before, along with improved value for the group. Shufersal and Discount signed the first strategic cooperation agreement of its kind in banking in January 2021, establishing a new financial venture. The joint venture operates on the PayBox platform and offers an advanced PayBox digital wallet. PayBox became an independent company owned by Discount and Shufersal.


The BE chain offers an innovative shopping experience tailored to the current needs of the Israeli customer, while maintaining fairness in its relations with customers and affordable prices. The chain has 90 branches, ten in-store complexes in the Shufersal Deal branches and 17 pharmacies branded and managed by BE in the Shufersal branches. In the next few years, the chain plans to reach about 130 branches, along with about 25 complexes in the Shufersal Deal branches.

Client Experience Development

Shufersal, as a leading group, is constantly striving to improve its service and customer contact, understanding that its strengths and success are largely dependent on its customers’ satisfaction and loyalty. Shufersal has made the service a point of differentiation and invests heavily in improving the customer experience through an array of activities and channels to keep customers coming back.

Technological Innovation

Shufersal was the first retailer in Israel to introduce independent cash registers and it is expanding its deployment in branches to make it easier for customers. Besides the establishment of innovative automatic delivery centers, the chain also started an extensive spreading of a smart shopping cart in dozens of its network branches, as a solution given by the Israeli startup Shopic, which detects any goods entering and leaving the cart via cameras without scanning them. Furthermore, the app allows shoppers to be guided during the purchase process, receive product recommendations based on their buying habits, navigate the store based on the shopping list and even bypass the checkout line at the end of the purchase.

Nutrition and Healthy Lifestyle

The global health trend of recent years and the need for a healthier lifestyle are in line with the values of Shufersal Green, which continues to grow and expand. Following the success and popularity of Green complexes in the chain’s branches, new organic products were launched this year, including vegan products, products without added sugar and products without lactose and gluten.

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