Entering a battle against Strauss: Electra returns to the water bar market

Electra Consumer Products is returning to the Israeli water bar market, launching a direct competition against Strauss's Tami 4. The company will introduce a series of water bars starting at 849 shekels, with a target of selling 33,000 units annually by 2029. In a quiet launch, about 15,000 units have already been sold. This is Electra's second attempt in the field, following a previous failure in 2011.

Electra Consumer Products is returning to the Israeli water bar market and launching direct competition against Strauss's Tami 4. The company, which operates the Mahsanei Hashmal, Shekem Electric, and Shekem Duty Free chains, announced the launch of a series of water bars under the Electra brand, with prices starting at 849 shekels. A central model combines hot and cold water with ice cube production and does not require a permanent connection to a water line, priced at 1,290 shekels. In a quiet launch over recent months, about 15,000 units have been sold. The target is annual growth of 30% and reaching 33,000 units per year by 2029. Strauss recorded revenues of 895 million shekels from its water operations in 2025, an increase of 5.5%, and an operating profit of 115 million shekels. This is Electra's second attempt in the field: in 2011 it launched the "Electra Bar" brand but accumulated losses of about 60 million shekels and sold the operation in 2017. The current entry is part of a broader strategy to increase direct imports and private labels, which currently account for 70% of large appliance sales in its chains.