Electra Consumer Products (1970) Ltd.
With a turnover of some 2.5 billion NIS ($660 m USD) in 2009, Electra Consumer Products (1970) Ltd. (ECP) is Israel’s largest and leading Group in Electrical Appliances, providing the local market with a full spectrum of essential and convenience products including: residential and 'light commercial' air conditioning systems, washing machines and dryers; refrigerators, ovens and microwaves; and a full complement of home entertainment systems and personal grooming devices. The company has also has made successful inroads into the cellular handset and personal computers markets.
ECP is by far the most dominant full service provider in Israel’s busy air conditioning market. The company operates a professional chain for the sale and installation of residential and light-commercial air-conditioners with a 45% share of the local market. ECP is also the sole manufacturer of AC systems in Israel.
The Company distributes its diverse range of air conditioning solutions through private stores, leading electrical retail chains, specialized air conditioning chains and through its self-owned air conditioning retail chain, Kohav Hakor. Time and again, the Electra brand has been selected in consumer and professional surveys as the number one brand in the Israeli consumer market.
ECP owns and operates several of Israel's leading retail chains specializing in the sale and marketing of electrical and electronic appliances, through 3 brands that operate within different positions and target audiences, reflecting the company’s inclusive “quality for all” business approach. These chains include 64 outlets nationwide, operating under the brand names:
Shekem Electric, Big Sensor and Electrical Warehouses (“Makhsanei Hashmal”). By maintaining these separate brands, ECP is able to offer a full spectrum of attractive, technologically superior products that suit virtually every budget.
Branches are located at convenient and strategic locations throughout Israel – in easily accessed shopping malls as well as in inexpensive outlet stores typically located in warehouse-like outdoor malls (known in Israel as “Power Centers”).
ECP prides itself on working with some of the top world class quality appliance brands and accordingly distributes some of the world’s most instantly recognized names in the field, including Phillips, Miele, Sauter and Liebherr, amongst others. Moreover, the company offers a full complement of electrical appliance “white goods” sold under the Electra name; a full range of leading home entertainment appliances and systems (audio and visual); and a wide variety of personal grooming devices and niche appliances.
The Company enjoys long and fruitful working relationships with its multi-national brands and has earned a strong reputation for successfully launching and cultivating brands in the Israeli market.
Personal computers and communication devices
ECP holds 50% in Beres-Electra Cellular Communications Ltd., the Israeli representative and distributor of Sony Ericsson cellular phone handsets.
Home computers and related peripheral devices – the latest category to enter the company’s extensive offering – represents a natural expansion of the company’s established core offering. These activities are spearheaded by offering such leading brands as Lenovo, IBM, Lite On and Kingston.
After sales service division
All of ECP’s products and business activities are supported by a highly reliable and professional Service Department that enables the various retail outlets and brands to enjoy a stellar reputation for after sales service. The Company services over 1.5 million customers and its national call center handles more than 250,000 calls annually, dispatching approximately 1,000 technician visits on a daily basis. The after sales division was voted as the "Best and Preferred After-Sales Service Company" for the 6th consecutive year, and has won the Israeli
Management Center (IMC) award for the 2nd consecutive year.