Econostrum | Economic News in the Mediterranean

Carrefour's new Israeli franchisee to call its stores "Super"

Written by Marie-Cécile Audibert on Tuesday, September 6th 2022 à 14:20 | Read 1387 times

Twenty-five Yenot Bitan stores will be called "Super" (photo: Electra)
Twenty-five Yenot Bitan stores will be called "Super" (photo: Electra)
ISRAEL / FRANCE. As confirmed in July 2022, Carrefour is going to set up in Israel. But the French brand will not appear on the stores. Electra Consumer Products has chosen to call them "Super". "Until the complete installation of the chain in Israel," say its promoters. They were to be called "Carrefour Israel".

The Israeli specializing in the production, import, export, sales, distribution, marketing and service of a wide variety of consumer electrical appliances signed, in early April 2022 (after a memorandum of understanding initialed in March 2022), an exclusive franchise agreement with the French retail giant. The twenty-year partnership concerns the Yenot Bitan subsidiary acquired in 2021 by Electra.

Twenty-five stores will carry the "Super" sign in 2022. However, the Israeli group specifies that they have been planned by Carrefour and will meet the international criteria of the French brand. "Carrefour's entry into the Israeli market is the biggest and most important step in the history of retail in Israel. Carrefour is a leading global chain and one of the most important for private label food products", enthused Zvika Schwimmer when announcing the deal with the French group. For the CEO of Electra Consumer Products, this will allow his company "to dominate the Israeli food and consumer goods market, and to expand into other markets. The benefits of Carrefour are in line with Electra Consumer Products' business strategy to add value to the consumer and to be the leader in various retail sectors.

Carrefour products are already present in Yenot Bitan supermarkets since the summer of 2022 (photo: Yenot Bitan)
Carrefour products are already present in Yenot Bitan supermarkets since the summer of 2022 (photo: Yenot Bitan)

25 "Super" stores in 2022

By the end of 2022, twenty-two Yenot Bitan and Mega stores will be transformed (average cost of 3 million Shekels - €900,000 - per supermarket) according to these requirements and three new ones will open in Tel Aviv, Or Yehuda and Kiryat.

This fleet of twenty-five units is expected to be completed in the first quarter of 2023. At the same time, all Yenot Bitan stores (150 today) will sell Carrefour brand products. This has already been the case since the summer of 2022 in some stores, as well as on the company's website. Within three years, 90% of these supermarkets will be converted to the Carrefour format.

"We are convinced that the arrival of Carrefour in Israel will contribute significantly to improving the local shopping experience as well as the purchasing power of customers with the best offers at more affordable prices," assured Patrick Lasfargues, Carrefour's executive director of international partnerships in March 2022.

At the end of July 2022, the Israeli Prime Minister, Yair Lapid, welcomed the arrival of the French retailer in the Council of Ministers. "Those who increased their prices irresponsibly could well find a formidable competition against them," he said, ensuring that the prices of basic products will "significantly decrease.


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