2002-15 Electra Takes Another Bite out of the Market

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

Electra purchases two electrical retail chains, and expands its scope with a DIY chain

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, and imported, among other things, refrigerators, washing machines, televisions, microwaves and stereo systems.

In 2002, Electra Consumer Goods acquired Shekem Electric, Israel’s oldest and leading electrical goods chain, from Elco Holdings. Since opening its first store in 2004, the chain now includes more than 30 branches across Israel.

Today Electra’s Trade division imports white goods, personal care and electronic products from the best manufacturers across the world: Miele, Liebherr, Whirlpool, Sauter, Philips, Steel, and Hitachi.

In 2007 Electra purchased another large Israeli chain, Machsanei Chashmal, and has since turned it into a major player in the electrical goods market in Israel. Today, the seventy branches of the two electrical chains hold 27% of the Israeli electrical items market share.

In 2011 Electra launched the Electra Water Bar, as a result of a market analysis of consumer needs in Israel. The Electra Bar Spiral model is cutting-edge – the only one on the market that works using spiral, rather than linear, filtering which leaves the water clear and pure.

In 2012 Electra Consumer Goods acquired the ACE DIY chain, along with Auto Depot, Israel’s only retail chain specializing in cars.