"No one messes with Shufersal": The Amir brothers' unusual move to fight fraud
Establishing an anti-racketeering unit, firing managers, replacing suppliers, and reviving the discount chain — brothers Yossi and Shlomi Amir have radically transformed Shufersal. In two years, the company's value jumped from 5 to 12 billion shekels, but aggressive management methods raise questions about customer loyalty.
Two and a half years have passed since the Amir brothers became the controlling owners of Shufersal. Since then, the company's value has jumped from 5 to 12 billion shekels. Suppliers, retailers, and market players are discussing the methods the brothers used to increase the bottom line: from establishing an internal security unit to tightening procedures, firing managers, and facing complaints about price hikes. Alongside this, the brothers distributed bonuses to employees, revived the Universe discount chain, and changed the private label strategy. Some believe these moves will make them knights of lowering the cost of living, while others fear it will cause customers to shun the chain. The real test will begin in the next quarter.
A success story or a repeat of past mistakes?
This is the story of two brothers who specialized in trade, learned to fight hard with suppliers, and accumulated huge wealth. They took over a leading retail chain, started cutting costs, and profitability soared. Many were convinced they had cracked the system.
Devoted readers of economic sections might think this is about Yossi and Shlomi Amir, who took control of Shufersal in April 2024. However, this story echoes the path of billionaire brothers Mohsin and Zuber Issa from Blackburn, England. They acquired the ASDA supermarket chain from Walmart, but due to heavy debt financing and rising interest rates, the chain faced severe difficulties. ASDA gradually lost market share, falling from 17.3% in the previous decade to 11.5% this year.
Strict management methods
The Amir brothers, who grew up in Nesher and learned the basics of retail in their grandfather's grocery store, launched sharp efficiency measures. They reduced debt, fired about 150 managers, and revised terms with suppliers. As a result, gross profit margins rose, and the value of the shares in their hands doubled.
One of the first moves was the establishment of an internal security unit named "Sparta" to combat internal fraud and racketeering. It is headed by retired Major General Shimon Lavi. "Today no one messes with Shufersal, because there are former police officers who make sure to guard shipments from theft," sources note. However, some retailers criticize this approach, arguing that large chains do not need such units if there is trust in the staff.
Tradition and business
The Amir brothers are known for their special attitude toward Jewish tradition. In Shlomi Amir's office, there is a collection of shofars, which he blows during the Tishrei holidays. The chain also ceased operations in many branches on Saturdays. Furthermore, the brothers are actively involved in philanthropy, supporting the IDF and hospitals, while being careful not to publicize their activities.
The battle for profitability and loyalty
One of the loudest conflicts was the battle against meat suppliers. Shufersal began importing chilled meat directly from South America, which hit large importers like "Baladi." A veteran retailer notes: "They don't count anyone. They have a fixed method: to raise one supplier, lower the other, and then swap them."
At the same time, despite the rise in profit, sales data in comparable stores (LFL) raise questions. In 2025, they fell by 9%, and in the first quarter of 2026, they grew by only 3.7%, which is significantly lower than competitors like Rami Levy and Yohananoff.
The future of the Amir brothers' model
The brothers turned Shufersal into one of the financially strongest companies on the Tel Aviv Stock Exchange, distributing about 1.1 billion shekels in dividends over two years. Institutional investors are happy with the stock jump but are concerned about maintaining market share. "It may be that their price level is a bit too high, and they need to be more modest," summarizes an official from an institutional body.
