Electra Electrical Retail, which until now focused on the field of large home appliances, is preparing to lead the small electrical appliances market as well. This includes annual interaction with 2.5 million customers of Mahsanei Hashmal and Shekem Electric, which together hold a 30% market share.
The company promises that its products will be marketed at prices up to 50% lower than international brands offering the same level of specifications. This is being achieved by expanding independent import activity to categories such as grind-and-brew coffee machines, vacuum-mop combos, pizza ovens, shavers and hair clippers, microwaves, mixers, and more.
According to data from electrical retail chains and stores from January–May 2025, one in every four dryers sold was from Electra. In the categories of washing machines, freezers, and refrigerators, Electra holds a market share of about 20%. In dishwashers, its market share has increased by 45%.
Yoram Badash, Co-CEO of Electra: "Disposable income per capita is declining, and consumers are looking for electrical appliances with lower budgets, but they are not willing to compromise on quality and product features. We entered this vacuum with independent imports under the Electra brand, at competitive prices that are dozens of percent lower."
"Electra Retail is the largest electrical retailer in Israel, with 92 stores, 53,000 square meters of retail space, and a 27% market share out of a NIS 8 billion industry turnover. Customers in Israel are smart and are now looking for the right balance between specifications and price. We will pass on the savings from independent imports to the customer," explains Badash.