Seven years after launching its Yesh brand, Shufersal has decided to shutter the operations of the heavy-discount chain, sources inform "Globes". However, the sub-chain Yesh Chesed, which targets the haredi population, will remain open.
Over the past year, Shufersal has quietly shut down 21 branches -- some of which were converted into the supermarket chains' other brands -- as part of the process of endings Yesh's operations.
Thus, the chain closed down its branches in Netivot, Jerusalem, Beersheva, and Kiryat Shmona; the branches in Shlomi and Yavne were converted to other brands.
In 2014, Shufersal pulled out of even more Yesh branches: 25. However, some were also converted for use by the supermarket giant's other brands.
The replacement for Mega's Shefa Shuk
Shufersal launched the Yesh brand nationally in August 2008 as a heavy-discount chain, to carry low prices throughout the year. The chain targeted the haredi and Arab sectors, minorities, and price-conscious consumers.
Yesh was a later iteration of two former brands run by Shufersal -- the discount chain Zol Po, and the haredi-targeting Aleph brand.
The brand launch in 2008 occurred a number of months after the haredi community began boycotting Mega's Shefua Shuk, a heavy-discount chain that served the ultra-Orthodox demographic.
Published by Globes [online], Israel business news - www.globes-online.com - on November 9, 2015
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