Ace Israel to concentrate on DIY

Ace Israel has announced a correction of the direction it is taking. The Ace chain intends to concentrate more strongly on DIY products in the future, having tended to pay more attention to housewares up till now, according to Israeli media reports on a press conference with Yaki Vadmani. He is the executive director of Electra Consumer Products, the group that took over Ace Israel in 2012. Vadmani is quoted as saying that the chain has again made a profit after years of making losses. It was also said that product ranges and layouts are to be the same for all stores in future. At first five stores are to be converted at a cost of ILS 18 mio (US $ 4.5 mio). The existing own-brand offer is to be expanded, and the furnishing range as well. This is based on the Dubelie brand, which also belongs to Ace Israel. A corporate customer loyalty programme is to be set up as well.