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26 Shevat 5767 - February 14, 2007 | Mordecai Plaut, director Published Weekly
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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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