Shufersal Expands Non-Food Revenue Through Partnership with LEGO

The Shufersal chain is expanding its non-food operations and entering the toy market more significantly through an official commercial agreement with LEGO. As part of this move, the brand's products will be sold starting today in about 90 of the chain's branches across the country and on Shufersal Online. This involves a wide range of hundreds of products that will be sold in dedicated areas within the chain's various stores, including Universe branches and locations in Eilat.

For LEGO, the primary significance of the agreement is an immediate jump in the scale of its deployment in Israel, with about 90 new points of sale from the North to Eilat. Alongside the dedicated LEGO stores already operating in the country, the brand now gains a presence in dozens of additional locations, including areas outside the shopping centers where specialized stores typically operate.

In addition, LEGO notes that products will be available through the Shufersal website and can be delivered to customers as part of their regular grocery orders, saving on shipping costs.

Shufersal presents this move as part of its effort to expand its offering to customers:

"We are happy about the cooperation with LEGO, which will make one of the most reliable and well-known game brands in the world accessible to the Israeli public. We will continue to work to bring added value to our customers."

According to Shufersal, the range of LEGO products online will be wider than that offered in physical branches, and new launches are expected to reach the chain's shelves simultaneously with their broader release in Israel. The company also claims that prices will be lower than those in the official LEGO store in Israel, with the most competitive prices offered through the online channel.

For Shufersal, the move allows it to expand sales beyond food using a well-known and high-demand brand, while simultaneously introducing an additional purchasing category into the customers' existing shopping baskets. For LEGO, the agreement provides a presence in about 90 additional branches and a nationwide online channel within a single day.