A new step in the retail market: 'Machsanei Hashmal' chain opens a branch tailored to the Haredi sector
The well-known electrical appliance chain 'Machsanei Hashmal' announced a significant business move this week, the first of its kind in its history. After 33 years of operation, the chain is launching a new brand designed to provide a personalized response to the needs of the Haredi public in Israel.
The first branch of the new brand has already opened in the city of Beitar Illit. The move was carried out in cooperation with well-known organizations in the Haredi sector, including 'Mishmeret HaShabbat' and the 'Hidabroot' organization, with the goal of ensuring that the service and products are suited to the customers' way of life.
As part of the initiative, the chain will offer a variety of household electrical appliances that have been carefully selected. However, the chain's management clarified that there will be certain products that will not be sold at this branch, in order to maintain the standards and values accepted in the Haredi community.
The decision to open a dedicated branch comes as part of an attempt by large retail chains to reach diverse target audiences and strengthen ties with the Haredi sector. This is a strategic shift that may influence the way national chains operate in cities with a religious character.
As of now, the branch in Beitar Illit serves as a pilot to test the success of the new model. If the move proves successful, it is possible that we will see additional similar branches opening in other Haredi population centers across the country in the near future.