Sapir Group has begun operating the Pharm Plus chain with the opening of the brand’s first branch. The new chain, whose establishment is estimated at tens of millions of shekels, marks the group’s entry into the pharmacy sector as part of expanding its retail activity in Israel. The chain’s market entry strategy is based on a lower price level than is customary in the market in the categories of personal care, perfumery, and toiletries.
As part of the commercial launch, the chain presents selected product prices: Always sanitary pads at NIS 9.9, Colgate Total toothpaste (100 ml) at NIS 12.9, and Pampers Premium diapers at NIS 22.9. In the fragrance category, Burberry Hero (100 ml) is offered at NIS 229.9 and Tom Ford Black Orchid (100 ml) at NIS 394.9.
In addition to traditional pharmacy products, the chain has defined the sports and dietary supplements sector as a growth engine. The offering in this category includes protein powders at accessible prices, specialized beverages, and complementary products, with the aim of expanding the variety offered to customers.
The chain’s expansion will be carried out under a franchise model, similar to the group’s other activities. The work plan of Pharm Plus sets a target of recruiting approximately 25 franchisees by the end of 2026, and deploying about 80 branches nationwide by the end of 2027.
Oren Sapir, the group’s owner, stated: "The opening of the first Pharm Plus branch is a significant step for us, not only in expanding into a new sector, but in implementing a clear approach of making prices accessible to the consumer. We are entering the market with a genuine intention to create an alternative, both in terms of variety and in terms of pricing. Our goal is to enable every customer to enjoy quality pharmacy products at fair prices, and to expand this activity rapidly throughout the country."