Former Super-Sal Executive Daniel Vaerdiger Buys 11 City Market Stores

Daniel Vaerdiger, who was dismissed from the supermarket chain Super-Sal a year and a half ago, is acquiring 11 small-format supermarkets from the City Market chain for NIS 35 million. The stores, averaging around 400 square meters each, will expand Vaerdiger's business operations into the neighborhood grocery sector, complementing his existing discount and online ventures. This move establishes his business on three pillars, similar to established retail chains.

The deal awaits approval from the Israel Competition Authority. Following approval, Vaerdiger plans to rebrand the newly acquired stores under a different banner. Vaerdiger previously managed Super-Sal's Haredi (ultra-Orthodox) sector, known as 'Yes Hasadeh,' where he was granted significant managerial autonomy to implement price reductions.

Vaerdiger's departure from Super-Sal occurred a year after the Amir brothers acquired a controlling stake. After his non-compete period expired, he launched a discount chain, '100,' and an online platform, 'Complete,' targeting areas with high Haredi populations. To date, he has opened one '100' store in Ashdod and the online platform.

The 11 acquired City Market stores are located in various cities including Beer Yaakov, Ramla, Kfar Saba, Beer Sheva, Kiryat Ono, Rehovot, Hadera, Or Yehuda, Tel Aviv-Yafo, and Gedera. City Market owner Yossi Schwartz stated the sale allows his company to focus on strengthening and expanding its core operations, announcing plans to open six new branches and invest NIS 20 million, with an additional 15 branches planned for 2027.