Founder & CEO
Ten Electric Group (2001) Ltd.
Chairman of the Board
Ten Electric Group (2001) Ltd.
Amir Levy VP
Shosh Levy Comptroller
Ynon Azulay Stores Manager
Elvira Shimshi Book Keeping
About Ten Electric Group (2001) Ltd.
Ten Electric Group is currently one of Israel’s leading electrical store chains. Its uniqueness lies in its core notion and the fact that it changed Israel’s electrical sector. Ten Electric’s concept was conceived by CEO Gil Levy and a group of dealers in the northern region, to unite and amalgamate private stores, into a chain receiving the best prices and benefits, as a group with purchasing strength.
At first, the Group comprised of 12 dealers. Yet since 1999, the group has expanded to 30 shareholders and over 60 stores throughout the country. Some of the shareholders own more than one store. Ten Electric is currently the second largest group in Israel’s electrical sector. Expected turnover in 2020 of all the Group’s stores should reach around NIS 700 million (not including VAT).
The Group’s distinctiveness focuses on the fact that the seller is also the store owner, with minimal fixed expenses, providing customers with personal service and warranties. The stores are spread nationwide, from Kiryat Shmona to Beer Sheva and Jerusalem. Some of the stores have the most luxurious displays in Israel covering 800-sq.m. There are stores in Haifa, Nazareth, Baka Al-Gharbiya, Or Akiva, Karmiel, Safed, Ra’anana, Bat Yam, Netivot and more.
Ten Electric is also a large importer of white goods and electronic products for the Israeli market, importing NIS 75 million worth of goods annually of 6 private brands, which are the chain’s home brands: AKAI, BAYERE, GALA, TELSA, SPECTRUM, and DA VINCHI. This concept aims to save the middlemen’s take between importer and marketer and results in significant price reductions for the end-consumer.
Reliability, Strength and Financial Durability
Ten Electric has pioneered the concept of uniting private merchants with the first-rate family, neighborhood, veteran and professional stores in the electrical sector into one homogeneous body with joint interests to become a significant alternative to the national marketing chains that controlled the electrical and electronic products sector, with an iron fist. Through advantages of scale, Ten Electric as a group receives valuable discounts and benefits, identical to those received by the large chains, from suppliers to allow the chain’s stores, large and small, to provide a suitable response to the demands of the market and compete for the consumer’s custom.
The Group, which is financially strong, operates only with its equity, worth tens of millions of shekels. The power of the Group has made it a model for emulation, and in recent years several similar groups have been established, and today it is virtually impossible to find private stores in the electrical products sector that are not under the umbrella of a similar body – a trend set by Ten Group.
In its human composition, Ten Group is a microcosmos of Israel’s unique demographic mix with Jews, Muslims, Christians and Druze dealers in exemplary coexistence regardless of religious and cultural differences and with no prejudices. They have formed prosperous friendly relations even outside of daily work. This makes Ten Electric an exceptional phenomenon in the sector, a model for emulation in exemplary coexistence.
Founding Ten Electric: From Concept to a Reality of Success
Until the Group’s foundation in 1999, national marketing chains completely controlled the electrical sector, enjoying prices and benefits unavailable to private dealers. The national chains forced their will on importers and with this preference, they threatened the continued existence of the small, family, neighborhood stores, individual and isolated stores that could not compete with the chains, which gained enormous strength with importers. The size of the chains and their overall market share became a critical mass that threatened everyone that wasn’t a part of them.
The concept of founding Ten Electric was based on the establishment of a group of private, veteran, professional and reliable electrical dealers, known in the electrical products sector, one store in every town, city or village, Jew or non-Jew. A group that would reflect the demographic mix, in the north at first and then throughout Israel including Jews, Christians, Muslims, and Druze, affiliating them under one umbrella, with joint targets and interests serving all the dealers based on “equality of opportunity and equality of obligation” of each dealer or store in the Ten Electric Group.
The groups objectives were to be considered as one large body that would become a concentrated “purchasing group,” savings in on advertisement and sales promotion expenses, manpower and operations expenses, reducing inventory and primarily a commercial force representing dozens of stores seeking to receive the same prices, benefits, discounts and preference as the national marketing chains. This allowed the private stores to compete with them and provide a response to market demand.
Ten Electric changed the rules of the game in Israel’s electrical sector and its influence has been dramatic. Tel Electric has become, within a short time, a leading player in the electrical sector and a model to emulate by similar organizations recently founded under the same principles.
Ten Electric has realized, within a relatively short time, all its targets and aims, and consolidated its status and position as one of Israel’s leading chains in the sector.
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