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Our vision

WE STRIVE TO IMPROVE PEOPLE'S QUALITY OF LIFE

with every product, every service, and every experience, time after time.

Our Mission

To keep growing by providing our customers with new brands and products, whenever, wherever, and however they want.

MEET OUR MANAGEMENT

ZVIKA SHWIMMER

CEO

Zvika Shwimmer (44, married +3) is the CEO of Electra Consumer Products, appointed in Oct 2018.

Before, Shwimmer served as the CEO of Delta Israel for seven years and led the launching of the Fix underwear chain, established the group’s trading site, and led the expansion of Delta’s sales in Israel. Shwimmer was also CEO of the Laline chain, part of the Fox group, and has managed Fox Israel for several years.

He holds a B.A. in business administration from the Peres Center for Peace and Innovation and an MBA from Bar-Ilan University.

YONI TSABARI

SENIOR VICE PRESIDENT, CFO & HEAD OF IT

Yoni Tsabari is the deputy CEO and head of Finance, Legal & IT at Electra Consumer Products Ltd.

Before arriving at Electra, in 2019, Yoni served as the CFO of IDB Tourism Group & Israir Airlines after holding several senior positions for 12 years at Ernst & Young.

Mr. Tsabari is responsible for the group’s wide-ranging business development activities, in concert with the CEO, making decisions regarding acquisitions, tracking estimates, and identifying and developing new growth engines.

OUR MANAGEMENT

HISTORY IN THE MAKING

1951

Electra consumer products established, importing & trading Electricity products

1992

Electra is acquired by ELCO (under the Salkind family)

1995

Retail's first milestone - opening the first branch of Shekem

20 07

Mahsanei Hashmal chain acquired - the largest electricity products retail

2010

Electra Consumer Products becomes a public company traded on the

20 17

Acquisition of the mobile operator Golan Telecom & selling it

2020

BOSCH acquires 40% of the Electra factory manufacturing heating systems

April 2021

Foothold in the Travel & Leisure Market, acquiring the SAAR

March 2021

Entering the Duty Free with Shekem Electric

May 2021

Entering the food & drinks retail industry by acquiring the

March 2022

Exclusive rights to operate one of the largest food retail

Learn more

Code of Ethics

We at Electra believe that innovation and technology are tools designed to enable everyone to enjoy a quality of life at home. We believe that if we make the technology accessible to everyone and carefully develop the shopping, maintenance, and service experience more accurately, we can help everyone satisfy their personal needs and make life more enjoyable. The company strives to promote social investments as an integral part of its overall strategic thinking and to conduct activities in the field on an ongoing basis.

STORIES

Kfir Ben Haim /

Southern Region Manager

“The position is very challenging on a daily basis, and every morning I get up full of motivation and immense satisfaction”

Kfir began working at Electra 12 years ago as a sales representative. Soon after he proved himself to be an outstanding employee and was promoted to Deputy Branch Manager, Branch Manager, and today he manages the entire Southern region (except the BS branch). Kfir continued to excel as a manager as he established 4 new successful branches in his region.

Lital Kalfon /

Supply Chain And Operations Manager, Columbia

“I realized I can grow in the company and the position, and today I feel I am bringing my potential and skills to the fullest"

Approximately one year ago Lital started working at Electra as a Warehouse Manager. Three months later, when Electra Group completed the acquisition of Columbia, Lital was promoted to be the Supply Chain and Operations Manager at Columbia. Since then she performs her role in excellency.

Itzik Melech /

Service And Procurement Department Manager In The Information Systems Division

“As a family man and a father, receiving the scholarship helped me a lot during my studies. Providing financial support and help from the organization creates a sense of belonging and connection”

Itzik is one of the employees of Electra Consumer Products Ltd. who won the scholarship of the Foundation for Striving for Excellence in the name of the late Gershon Zalkind.

Coral Schmelz /

Director Of Operational Excellence At Electra Industries (OPEX) And Serves As The Liaison With Bosch

“I love the challenges and thinking outside the box. It’s important for me to introduce employees to the rationale behind each process”

Coral Schmelz is a Director of Operational Excellence at Electra Industries (OPEX) andserves as the liaison with Bosch Global. Coral describes Operational Excellence as a set of tools and methods that aim to change the organizational culture, including improving processes and interfaces, streamlining, setting KPIs and more.

Ohad Haim /

Head Of The LDA

Experienced mechanical engineer with achievements in the planning and execution of large-scale multidisciplinary projects

Ohad, an experienced mechanical engineer with achievements in planning and execution of large-scale multidisciplinary projects, is now the head of the LDA (Large Domestic Appliances) recycling plant, which includes refrigerators, air conditioners, washing machines, etc. The plant will have a capacity of approximately 30,000 tons per year.

STORIES

“The position is very challenging on a daily basis, and every morning I get up full of motivation and immense satisfaction”

Kfir Ben Haim /

Southern Region Manager

“The position is very challenging on a daily basis, and every morning I get up full of motivation and immense satisfaction”

Kfir began working at Electra 12 years ago as a sales representative. Soon after he proved himself to be an outstanding employee and was promoted to Deputy Branch Manager, Branch Manager, and today he manages the entire Southern region (except the BS branch). Kfir continued to excel as a manager as he established 4 new successful branches in his region.

“I realized I can grow in the company and the position, and today I feel I am bringing my potential and skills to the fullest"

Lital Kalfon /

Supply Chain And Operations Manager, Columbia

“I realized I can grow in the company and the position, and today I feel I am bringing my potential and skills to the fullest"

Approximately one year ago Lital started working at Electra as a Warehouse Manager. Three months later, when Electra Group completed the acquisition of Columbia, Lital was promoted to be the Supply Chain and Operations Manager at Columbia. Since then she performs her role in excellency.

“As a family man and a father, receiving the scholarship helped me a lot during my studies. Providing financial support and help from the organization creates a sense of belonging and connection”

Itzik Melech /

Service And Procurement Department Manager In The Information Systems Division

“As a family man and a father, receiving the scholarship helped me a lot during my studies. Providing financial support and help from the organization creates a sense of belonging and connection”

Itzik is one of the employees of Electra Consumer Products Ltd. who won the scholarship of the Foundation for Striving for Excellence in the name of the late Gershon Zalkind.

“I love the challenges and thinking outside the box. It’s important for me to introduce employees to the rationale behind each process”

Coral Schmelz /

Director Of Operational Excellence At Electra Industries (OPEX) And Serves As The Liaison With Bosch

Coral Schmelz is a Director of Operational Excellence at Electra Industries (OPEX) andserves as the liaison with Bosch Global. Coral describes Operational Excellence as a set of tools and methods that aim to change the organizational culture, including improving processes and interfaces, streamlining, setting KPIs and more.

Experienced mechanical engineer with achievements in the planning and execution of large-scale multidisciplinary projects

Ohad Haim /

Head Of The LDA

Ohad, an experienced mechanical engineer with achievements in planning and execution of large-scale multidisciplinary projects, is now the head of the LDA (Large Domestic Appliances) recycling plant, which includes refrigerators, air conditioners, washing machines, etc. The plant will have a capacity of approximately 30,000 tons per year.