Celebrating 70 years of excellence

Established 70 years ago as a small shop for electrical appliances, Electra has grown to become a leader in the Israeli industry. Excellence and uncompromised professionalism, alongside technological leadership, integrity and reliability, have been and remain the company's source of success.
Many moments of inspiration, innovation and accomplishment have made Electra into the leader it is today. We are happy to share them with you.

1945
START

1945 How it all Began

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Import License

As with every successful story, this one too begins with one ambitious man. A man of skill, foresight and a natural instinct for business.

1949

1949 Import License

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The Air Academy

Immediately after the establishment of the State of Israel, Electra received its import license. Right away the company began selling home electrical appliances

1958

1958 The Air Academy

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Strong and Growing Stronger

In the late fifties Electra realized the latent economic potential in planning and installing central cooling systems in large buildings. Each such project required its own planning and design

1961

1961 Strong and Growing Stronger

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Air-con on the go

Wide-ranging activity in the fields of cooling and elevators prompted Electra’s owners to leave behind their early workshops and set up an industrial factory

1964

1964 Air-con on the go

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The Royal Air-conditioner

It's the 60's and Electra's air conditioning department get creative and decides to develop air-conditioning for buses– an innovative and creative idea by people who saw what the market didn't even know it needed, and decided to make it a reality

1970

1970 The Royal Air-conditioner

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Electra goes Global

In October 1971, the Persian monarchy held celebrations for its 2,500 years of power. Several years earlier, while the relationship between Israel and Persia prospered, the Shah had approached Israeli developer

1973

1973 Electra goes Global

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A Farmer's Vision

In the decade between 1961 and 1971, Electra’s production volume grew to enormous proportions. In its first three years of production the factory sold around 600 air-conditioning units. Within a decade they had opened five branches overseas

1982

1982 A Farmer's Vision

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Hot Success!

The 1980's saw Electra actively looking for new consumer products, in new categories. The company wanted the chance to profit year-round, not seasonally, as is the case with air-conditioning

1984

1984 Hot Success!

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Mini Air Con - Success

Electra’s employees were always encouraged to come up with new ideas. These took shape in a small corner of the factory, and sometimes brought about real revolutions

1990

1990 Mini Air Con - Success

Mini Air Con - Success
Joining forces

1990 saw the launch of the mini central air-conditioner, a new and revolutionary product, which the development team had labored over for almost 3 years. The mini-central was full of technological refinements...

1992

1992 Joining forces

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International Success!

In 1991, Elco, which was owned by the Zelkind Family, bought a controlling interest in Electra from Clal Industries. The merger between the two companies was a great success and resulted in, yet another, leap forward for Electra.

1993

1993 International Success!

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Cool-School

In 1993 Electra began buying factories in Europe, Australia and South America. Most of these factories belonged to leading air-conditioning manufacturers, but the factories themselves were in financial difficulty or about to go bankrupt

1994

1994 Cool-School

Cool-School
One Call and the Deal is Done

One fine day in 1994, Electra’s sales team heard about a tender to air- condition a school. The idea of installing air-conditioning in a classroom with 40 children was new, and seemed extravagant, still, the team liked it and decided to place a bid

1998

1998 One Call and the Deal is Done

One Call and the Deal is Done
Electra Goes Green

In 1998 Electra wanted to acquire a factory in Pune, India. Electra’s team found an empty building and began the purchasing process, while also looking for suitable machinery

2004

2004 Electra Goes Green

Electra Goes Green
Electra Takes Another Bite out of the Market

Towards the end of the nineties, people around the world were increasingly concerned about the damage being done to the ozone layer

2002-15

2002-15 Electra Takes Another Bite out of the Market

Electra Takes Another Bite out of the Market
The Future is NOW!

Since its founding and right up until today, Electra has been importing home electrical appliances from the best companies in the world. Between 1996 and 2000, Electra Consumer Goods represented Korean company Goldstar

2015 The Future is NOW!

The Future is NOW!

Electra understands that if it wants advanced technology, it needs to develop it. So, in 1999 Electra’s R&D department set up the ERT team to work on innovative technologies, notably the Inverter – a secret Japanese development

The Future
70 Years are Just the Begining!

Excellence and uncompromised professionalism,
alongside technological leadership, integrity and reliability,
have been and remain the company\'s source of success.

It is these values that drive us continue our search
for tomorrow’s technology, and to leverage it to provide
Israeli consumers with products that will improve
their quality of life, at home.

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