Zol Po Changes its Name and Direction
by Yated Ne'eman Staff
The Zol Po chain is halting activity in the chareidi sector
and opening a new chain. The Zol Po name, which has etched
itself into the consumer consciousness, will continue to be
used at a few stores in the general sector and will be
completely upgraded in the chareidi sector.
The old Zol Po chain directed at the chareidi sector will now
be called "Alef."
In the first stage Alef will comprise nine stores — in
Jerusalem, what is now Zol Po on Rechov Yirmiyahu and the Zol
Lemehadrin stores in Givat Shaul and Ramat Shlomo. In Bnei
Brak it will be the Zol Po store on Rechov Shlomo Hamelech
and the Cosmos store at the Rimonim Center. In Beit Shemesh
it is the Zol Lemehadrin store. Stores in Modi'in Illit and
Elad will also be part of the chain. The chain will also be
joined by the Zol Po in Be'erot Yitzchak, considered the
second largest store (after Chatzi Chinam) in terms of
Zol Po executives and founders say the move was unavoidable
after its partner, Supersol, sought to buy out the Zol Po
name and to operate it as a chain for the general public as
well. "We made a painful decision to give up the name for the
sake of independence," said the company spokesman, "since we
were promised this was the only way we would achieve total
managing independence, which is vital to the concept and
values we created at the chain, i.e. control over the low
prices and the unique product line. The debate over the issue
of management independence delayed the signing of the
contract by some six months and the new version will be only
to the benefit of consumers."
The managers of the new chain are certain Supersol will lose
as a result of the move and, with nobody to nurture it, the
Zol Po label will be wiped off the map within six months.