Cinema and Electric World Chain Enters Parallel Import Market

The Israeli retail chain Cinema and Electric World is expanding its operations in the small appliance sector by launching parallel imports of kitchen appliances from Kenwood and De’Longhi. The company will offer 28 models, including 17 De’Longhi coffee machines and 11 Kenwood mixers, with prices significantly lower than those offered by official importers. In some cases, the price difference reaches up to 41%.

For example, the De’Longhi EC260.W manual coffee machine is priced at 499 shekels, compared to 850 shekels through official import, a 41% difference. The Kenwood KPL9000S mixer is available for 1,499 shekels, down from 2,290 shekels officially, a 35% reduction. Another Kenwood mixer, the KMX751ACR, is priced at 899 shekels versus 1,150 shekels. The De’Longhi ECAM12 automatic coffee machine is offered at 1,590 shekels, a 20% drop from the official price of 1,990 shekels.

This move represents an expansion of Cinema and Electric World's small appliance category, complementing its existing business in electronics and home appliances. The chain operates over 20 branches nationwide and has an online presence, also selling products from brands like Samsung, LG, Bosch, Sharp, Dyson, and Ninja.

The expansion into parallel imports is occurring amidst a growing trend of parallel importing in Israel's appliance market. This strategy allows consumers to compare prices for identical products arriving through different import channels. Daniel Bar Sadeh, CEO of Cinema and Electric World, stated that parallel importing enables the company to broaden its product offerings and explore new categories with significant price discrepancies between import channels. He noted that Kenwood and De’Longhi are well-known kitchen brands, making them suitable for this import model.