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NEWS
Hamashbir Letzarchan Expands Activity in Chareidi
Sector
By R. Gil
The country's largest department store, now called Hamashbir
Letzarchan Hachadash, plans to deepen its ties to and
activity in the chareidi sector. With 27 outlets (21
department stores and five concept stores), the chain was
founded in 1974 as Hamashbir Letzarchan Ltd. and belonged to
the Co-op until it folded.
"This is another building-block in the entry of different
companies into vigorous sectorial activities now that
everyone has come to understand that the chareidi consumer
must be addressed in a personalized advertising and
communications language," explains Effie Shakadi, vice
president of sectors. Until now we were exposed to watered-
down advertising that centered around the branch in Bnei
Brak. This line of thinking is about to change, putting the
Jerusalem, Ashdod, and northern branches on the advertising
map.
The Bnei Brak store will be handled locally and based on a
specific management program. New concessions and labels will
be brought in and it will feature unique products not found
in other branches.
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