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Service & Trade
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2016 | DUN’S 100 DUN’S 100 | 2016
DUN’S 100 | 2016 2016 | DUN’S 100
Electrical Appliance Import &
Marketing 6 74 Trade Companies
RANK
Ten Electric Group (2001) Ltd.
Ten Electric Group is currently one of Is-
rael’s leading electrical store chains. Its
uniqueness lies in its core notion and
the fact that it changed Israel’s electrical sec-
tor. Ten Electric’s notion was conceived by CEO
Gil Levy and a group of dealers in the northern
region, to unite and amalgamate private stores,
into a chain receiving the best prices and ben-
efits, as a group with purchasing strength.
At first the Group comprised of 12 dealers. Over
the past 17 years the group has expanded to
32 shareholders and 56 stores throughout the
country. Some of the shareholders own more
than one store. Ten Electric is currently the sec-
ond largest group in Israel’s electrical sector.
Expected turnover in 2016 of all the Group’s
stores should reach around NIS 560 million (not
including VAT).
The Group’s uniqueness focuses on the fact that
the seller is also the storeowner, with minimal
fixed expenses, providing customers with per-
sonal service and warranties. The stores are
spread nationwide, from Kiryat Shmona to Beer
Sheva and Jerusalem. Some of the stores have
the most luxurious displays in Israel covering
800-sq.m. There are stores in Haifa, Nazareth,
Baka Al-Gharbiya, Or Akiva, Karmiel, Safed,
Ra’anana, Bat Yam, Netivot and more.
Above and beyond the stores deployment in vir-
tually every Israeli city and town, Ten Electric ex-
cels in its unique human composition of traders
who represent a microcosm of Israel’s diverse
society, with 20 Jews, 6 Muslim, 4-6 Christian
and 2 Druze shareholders.
Ten Electric is also a large importer of white
goods and electronic products for the Israeli
market, importing NIS 50 million worth of
goods annually of five private brands, which
are the chain’s brands: BAYERE, GALA, TELSA,
SPECTRUM and DA VINCHI. This concept aims
to save the middlemen’s take between importer
and marketer and results in significant price re-
ductions for the end-consumer.
Reliability, Strength and Financial Durability
Ten Electric has pioneered the concept of unit-
ing private merchants with first rate family,
neighborhood, veteran and professional stores
in the electrical sector into one homogeneous
body with joint interests in order to become a
significant alternative to the national marketing
chains that controlled the electrical and elec-
tronic products sector, with an iron fist. Through
advantages of scale, Ten Electric as a group re-
ceives valuable discounts and benefits, identi-
cal to those received by the large chains, from
suppliers in order to allow the chain’s stores,
large and small, to provide a suitable response
to the demands of the market and compete for
the consumer’s custom.
The Group, which is financially strong, operates
only with its equity, worth tens of millions of
shekels. The power of the Group has made it a
model for emulation, and in recent years several
similar groups have been established, and today
it is virtually impossible to find private stores in
the electrical products sector that are not under
the umbrella of a similar body – a trend set by
Ten Group.
In its human composition, Ten Group is a micro-
cosm of Israel’s unique demographic mix with
Jews, Muslims, Christians and Druze dealers in
exemplary coexistence regardless of religious
and cultural differences and with no prejudices.
They have formed prosperous friendly relations
even outside of daily work. This makes Ten Elec-
tric an exceptional phenomenon in the sector, a
model for emulation in exemplary coexistence.
Founding Ten Electric: From Concept to Real-
ity of Success
Until the Group’s foundation 17 years ago, na-
tional marketing chains completely controlled
the electrical sector, enjoying prices and ben-
efits unavailable to private dealers. The national
chains forced their will on importers and with
this preference they threatened the continued
existence of small, family, neighborhood stores,
individual and isolated stores that could not
compete with the chains, which gained enor-
mous strength with importers. The size of the
chains and their overall market share became
a critical mass that threatened everyone that
weren’t a part of them.
The concept of founding Ten Electric was based
on the establishment of a group of private, vet-
eran, professional and reliable electrical deal-
ers, known in the electrical products sector, one
store in every town, city or village, Jew or non-
Jew. A group that would reflect the demographic
mix, in the north at first and then throughout
Israel including Jews, Christians, Muslims and
Druze, affiliating them under one umbrella, with
joint targets and interests serving all the dealers
based on “equality of opportunity and equality
of obligation” of each dealer or store in the Ten
Electric Group.
The groups objectives were to be considered as
one large body that would become a concentrat-
ed “purchasing group,” savings in on advertise-
ment and sales promotion expenses, manpower
and operations expenses, reducing inventory
and primarily a commercial force representing
dozens of stores seeking to receive the same
prices, benefits, discounts and preference as
the national marketing chains. This allowed the
private stores to compete with them and provide
a response to market demand.
Ten Electric changed the rules of the game in Is-
rael’s electrical sector and its influence has been
dramatic. Tel Electric has become, within a short
time, a leading player in the electrical sector and
a model to emulate by similar organizations re-
cently founded under the same principles.
Ten Electric has realized, within a relatively short
time, all its targets and aims, and consolidated
its status and position as one of Israel’s leading
chains in the sector.
Esta b l i s h e d
1999
L i n e o f B u s i n ess
Chain of Electrical Stores
l e a d i n g e x ecu t i v es
Makalada Fahami Chairman of the Board
Amir Levy VP
Shosh Levy Comptroller
tenelectric.co.il
Migdal Haneviim, 2 Khouri St., Haifa
Tel: 972-4-8641414
Fax: 972-3-8641166
Gil Levy
Founder & CEO