Former Shufersal Executive Daniel Verdiguer Acquires 11 City Market Branches for 35 Million Shekels

Daniel Verdiguer, former head of the ultra-Orthodox retail division at Shufersal, is expanding his footprint in the Israeli supermarket sector by acquiring 11 supermarket branches from City Market for 35 million shekels. The acquisition marks a significant milestone for Verdiguer, who was dismissed from Shufersal a year and a half ago following the takeover by brothers Shlomi and Yossi Amir.

The purchased stores, averaging around 400 square meters each, are located in Be'er Ya'akov, Ramla, Kfar Saba, Beersheba, Kiryat Ono, Rehovot, Hadera, Or Yehuda, Tel Aviv-Yafo, and Gedera. This deal expands Verdiguer's portfolio from discount and online operations into the neighborhood store segment, establishing a three-pillar business model akin to veteran retail chains. The transaction is currently awaiting approval from the Israel Competition Authority, after which the stores are expected to be rebranded.

Expanding Beyond Discount Retail

Following his departure from Shufersal and the expiration of his non-compete clause, Verdiguer launched the 100 Ve-Ma'avar discount brand, opening an initial branch in Ashdod. Simultaneously, he established the Complete online supermarket platform in late 2025, catering to ultra-Orthodox population centers including Bnei Brak, Ashdod, Beit Shemesh, Modi'in Illit, El'ad, and Petah Tikva.

"The sale transaction is a significant business move alongside focusing on strengthening the activity of City Market and its expansion across the country," said Yossi Schwartz, owner of City Market, noting plans to open six new branches and invest approximately 20 million shekels.

With the integration of the 11 neighborhood branches, Verdiguer positions himself as a growing competitor in Israel's retail market, challenging established players across multiple formats.