Shufersal Ltd. intends to fire more than 100 employees this year as part of the retailer’s streamlining measures, people familiar with the matter told Globes Wednesday. The company has already begun laying off staff at its headquarters and at stores.The layoffs are another effort by the company to better deal with rising competition and the social-justice protests, which have put prices on the firing line.Shufersal had 12,400 employees at the end of 2011, up from 11,900 a year earlier. Most of its employees earn the minimum wage. The company is trying to consolidate jobs and functions at headquarters, and it is cutting stores’ budgets, consolidating positions and lowering the level of service.Shufersal is also closing loss-making stores. It will reportedly close eight stores, including three of its discount-chain Yesh branches in Jerusalem, Ashdod and Afula.At the same time, Shufersal is accelerating its expansion. It intends to open 11 Shufersal Express stores this year. It has already opened two branches this year, and it plans to open 15-20 branches a year until it reaches 100 branches.It also intends to double the number of its Organitech Market and Green stores from 25 to 50 stores this year. It plans to increase its retail space by 15,000 to 20,000 square meters a year and to open a new logistics center in Shoham in 2014.