Electric Warehouses is becoming another official marketer of Apple in Israel

Photo: Ronen Mendzicki, Gadgeti

The Electric Warehouse chain announced today (Wednesday, December 30) that it has become the official marketer of Apple products in Israel, after a several-year review process, and after in 2020 the sales turnover of Apple products in the chain exceeded the NIS 100 million threshold. The chain joins Idigital and Aestor chains as the third official marketer of Apple products in Israel.

The electricity storage chain becomes the third official marketer in Israel, joining the existing iStore and iDigital chains, when in fact it will be the first electricity retailer in the country to open an Apple store in the concept of a store within a store. In the first phase, 5 Apple stations will open in the electricity storage branches in Kiryat Ata, Rishon Lezion, Jerusalem, Nazareth Illit and Beer Sheva, with another station expected to open in Eilat in the coming weeks.

The new Apple stations in the power warehouse branches were established in collaboration with representatives of the Apple company, who chose the location of the stations in the stores and managed the establishment, branding and training of power warehouse workers in the relevant branches. With it becoming Apple’s official marketer, the power warehouse chain will be given priority in device allocations and will be able to conduct campaigns to market the products independently while maintaining the “spirit of Apple”.

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Users will be able to visit the relevant branches to see and experience the company’s various products, including iPhones, iPads, bottles, Airpods headphones and more. While the network becomes an official marketer of Apple, the repairs of the devices will be carried out by the company’s official service companies in Israel, Icon Group and DCS.

Apple stand in an electrical warehouse store (PR source, photo by Liron Cohen)

Liron Katz, Director of Business Development of the Electricity Warehouse Network, stated:

As part of the desire to make the chain the first stop for all cellular and technology enthusiasts in Israel, we set ourselves the goal of being the first electricity retailer to open official Apple display stores in branches. After a process that lasted about three years, we received the long-awaited approval and already in the last week we opened official Apple outlets in selected stores around the country with a dedicated sales and cashier representative, who will join in 2021 additional points, which will allow us to increase the brand’s sales by tens of percent.

Official marketer, not importer

As we explained in Gadgety in the past, when the iStore network received the status of “official marketer” on behalf of Apple, it is not a title that makes the power warehouse network an official importer. The official import will continue to be made in Israel by the official importers “Icon Group”, “C-Data” and the cellular providers. The transformation of electrical warehouses into an “official marketer” will allow the chain to use Apple’s brand, sell its entire product basket and display “Apple stands” in stores under Apple’s supervision, and as stated in electrical warehouses – “priority in device allocations”, but the company’s products will continue to be sold in stores And other chains in Israel, in official imports of official importers, even if these are not defined as “official marketers”.

As in any other case, the entry of the Electrical Warehouse network as Apple’s official marketer in Israel increases competition and dismantles the existing duopoly of Idigital and Aestor in Israel, which can eventually translate into healthier competition and a larger and cheaper product offering to customers.