Electrical Retail
Electra Retail operates Israel’s largest electric goods retail networks, leading the market through well-established national chains and broad consumer reach. The segment is anchored by the iconic retail brands Shekem Electric and Mahsaney Hashmal, trusted by Israeli consumers for decades.
Alongside its strong physical retail footprint, Electra Retail combines a well-known private label portfolio with a high-performing e-commerce platform, creating a seamless omnichannel experience that meets consumers wherever and however they choose to shop.
Through scale, operational excellence, and continuous investment in customer experience, Electra Retail strengthens its market leadership while driving sustainable growth in Israel’s dynamic consumer electronics market.
Segment Scale & Growth Overview
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Stores
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Annual turnover (ILS)
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Employees
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3 years EBITDA growth
Leadership Behind the Performance
Yoram Badash
Co-CEO
Yoram Badash serves as Co-CEO of the Electrical Retail Division at Electra Consumer Products, sharing responsibility for the Group’s electrical appliances operations and overall divisional management.
He brings extensive experience managing large-scale electrical retail operations nationwide, operating complex, multi-channel business environments with broad market reach.
Yoram contributes to the Group through focused leadership, strong execution, and driving operational stability and performance improvement.
Shmuel Mendzitsky
Co-CEO
Shmuel Mendzitsky serves as Co-CEO of the Electrical Retail Division at Electra Consumer Products, sharing responsibility for the Group’s electrical appliances operations and overall divisional management.
He brings extensive experience managing large-scale electrical retail operations nationwide, operating complex, multi-channel business environments with broad market reach.
Shmuel contributes to the Group through focused leadership, strong execution, and driving operational stability and performance improvement.
Liat Shoham
Deputy CEO & CFO
Liat Shoham serves as Deputy CEO and Chief Financial Officer for Electra Consumer Products’ Electrical Retail division, overseeing financial strategy and performance across the segment.
She brings deep financial leadership experience within large-scale retail organizations and complex operational structures.
Liat contributes to the Group through disciplined financial governance, strategic planning, and strengthening financial performance across nationwide retail activities.
Sammy Levi
Deputy CEO & VP Assets
Sammy Levy serves as Deputy CEO for Retail and Group Chief Assets Officer at Electra Consumer Products, overseeing retail real estate, regulation, legal interfaces, and franchise management.
He brings extensive experience managing large-scale retail operations across a nationwide, multi-format portfolio.
Sami contributes through disciplined governance, stakeholder management, and long-term real estate partnerships.
Our Brands
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