Electra Consumer Products to Directly Import TCL Air Conditioners from China
Translated & summarized from Calcalist by baba
Electra Consumer Products will now directly import TCL air conditioners from China, bypassing the official importer SG. This follows a similar arrangement for TCL televisions and is part of Electra's strategy to increase direct imports, which now constitute about 70% of its white goods sales. The company is also expanding its own "Electra" brand into new categories like water purifiers, aiming for 33,000 units sold by 2029. Electra brands currently lead in unit sales for refrigerators, freezers, dryers, and washing machines in Israel.
The story in 6 lines · by baba
- Electra Consumer Products will directly import TCL air conditioners from China, bypassing official importer SG.
- The company also secured direct import rights for TCL televisions in 2022.
- Direct imports now account for approximately 70% of Electra's white goods sales revenue.
- Electra is expanding its own "Electra" brand into new categories, including water purifiers.
- Electra aims to sell 33,000 water purifiers by 2029.
- The Electra brand leads in unit sales for refrigerators, freezers, dryers, and washing machines in Israel.
Electra Consumer Products is expanding its direct import strategy by bypassing official importers to source products directly from Chinese manufacturers. Following a successful arrangement in 2022 to import TCL televisions directly, the company has now secured the rights to directly import TCL air conditioners. Previously, these products were marketed in Israel by the official importer, SG.
Electra Consumer Products will sell these directly imported TCL appliances through its retail chains, including Home Appliances (Makhsaney Hashmal) and Shakem Electric, which together account for approximately 30% of Israel's electrical retail market. This move is part of Electra's broader strategy to increase direct imports, which currently represent about 70% of its white goods sales revenue, up from 57% in 2024 and 65% in 2025.
Concurrently, Electra is growing its own house brand, "Electra," which has become a leading brand for the company, generating high gross profit margins. The brand has achieved market leadership in several product categories. Electra Retail, which manages 98 stores across its chains, is introducing the Electra brand into new categories, including water purifiers, premium kitchen appliances, and personal care devices.
Electra aims to sell 33,000 water purifiers by 2029, having already sold 15,000 units in a quiet launch last year, according to Erez Vasner, Vice President of Networks. The company is also launching mechanical and digital water dispensers, including models adapted for Shabbat observance, under-sink systems, and units that combine hot and cold water with ice production.
Data from January-August 2026 indicates that the Electra brand led in unit sales in Israel for refrigerators (22%), freezers (33%), clothes dryers (18%), and washing machines (24.4%). It holds the second position in dishwashers with a 12% market share.