After years of undisputed control of Super-Pharm in the field of pharm, about five years ago, the competing chains Good Pharm and Be of Shufersal emerged.
Anyone who thought the market was saturated and crowded might be right - but that doesn't stop another chain from joining the lifestyle cauldron.
Meet Pharmup, a new pharm chain without pharmacies.
Its first concept store was opened in Petah Tikva and includes, in addition to products, professional work areas for cosmetic treatments, manicures, nail polish and gels, as well as a tanning stand.
Its founder, Jerusalem businessman Aviel Amar - a franchisee of four "Cheap Stock" stores - has financial ambitions that include competition on the shelves of cosmetics, perfumes, toiletries, consumables and cleaning products and baby products.
This, except for those treatment complexes.
It is difficult to see how the new chain will be able to compete, as Amar says in a wavy bristle that it does not commit to the lowest prices.
However, from the examples he provided - in terms of los leaders - it can be concluded that the war in the industry will not be easy.
Colgate toothpaste will sell for NIS 5, a pampering shampoo for NIS 8, baby bottles from the "Mam" brand for NIS 26.90, Hawaiian shampoo for NIS 6.90, Chloe perfume for NIS 229 and Alharmin Amber perfume for NIS 119.
The chain of course has a website, where you can also purchase professional care and beauty products that are sold in hairdressers and private beauticians.
"I recognized the demand for pharma products at better prices on the one hand, but I also wanted to build a place for the world of beauty," explains Amar of the rationale that made him jump headlong into the pool of bath lotions.
"A place where you can also find pedicures, manicures, gel nail polish, tanning booths, teeth whitening, Botox, facial treatments by beauticians and various aesthetic treatments."
Amar insists he does not pretend to compete with Rami Levy specifically, but he promises better prices in the center of the country in some of the products: "We will be the cheapest in the country. We will try our best to offer the lowest prices, even at the expense of our profitability. "We want to establish ourselves correctly, but we want to get everywhere in the country: to the north, to the center, to the south and to Jerusalem."
