Direct Electricity

What Direct Electricity does

Direct Electricity (חשמל ישיר) is an Israeli electrical equipment wholesaler and marketer founded in 1983 by Miki Nagler and operating today as a wholly owned subsidiary of Yashir Group. The company supplies cables (low and medium voltage copper and aluminum conductors, flexible and rigid wires, fire-resistant cables), LED lighting under its PULSE private brand, circuit protection equipment (MCBs, RCDs, distribution boards), industrial plugs and sockets, automation components, electrical enclosures, and VDE-insulated hand tools. It is the exclusive Israeli distributor of HIMEL low-voltage products (a Delixi Electric / Schneider Electric collaboration) and additionally represents Schneider Electric, ABB, Philips/Osram, Gewiss, Scame, Telemecanique, and Runpotec.

The business operates through three coordinated channels: 17 physical branches distributed nationwide across Israel (from Nahariya to Be'er Sheva, including Ashdod as the headquarters), an online ordering system (yashir-group.biz) for registered customers, and a field sales team that conducts on-site visits to industrial, commercial, and institutional project sites. The 2022 move into a new advanced logistics center in Ashdod provides the operational backbone, featuring computerized inventory management, autonomous cargo robots, and identification/tracking technologies that support high-volume, multi-SKU distribution with same-day branch fulfillment.

Revenue is generated primarily through hardware sales — wholesale of electrical equipment and materials to licensed electrical contractors, construction companies, manufacturing facilities, public institutions and local authorities, and walk-in private customers. Pricing is not publicly disclosed; registered customers transact through direct branch or online contact, with on-site technical consulting offered to larger industrial accounts. No external funding has been raised, the company is privately held under the Nagler family, and revenue figures are not publicly disclosed.

Name

Direct Electricity

Legal name

Direct Electricity (חשמל ישיר)

Website

https://yashir-group.co.il

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

101–250 employees

Short description

Direct Electricity (חשמל ישיר) is an Israeli electrical equipment wholesaler, founded 1983, operating 17 branches nationwide as part of Yashir Group. It distributes cables, lighting, circuit protection, tools, and automation components to contractors, construction firms, manufacturers, public institutions, and private customers under brands including PULSE, HIMEL, Schneider Electric, ABB, and Scame.

Ownership category

akta.pro rank

Headquarters

HQ city

Ashdod

HQ country

Israel

HQ region

Middle East

Offices17 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Electrical Equipment Wholesale Sales: Sale of electrical equipment, cables, lighting products, hand tools, and related accessories to industry professionals, contractors, institutions, and private customers through a nationwide branch network and online ordering platform.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Direct Electricity is a multi-brand electrical equipment wholesaler that supplies cables, lighting, hand tools, circuit protection devices, industrial plugs and sockets, sensors, cable accessories, and electrical enclosures to electrical contractors, construction companies, industrial manufacturers, public institutions, and private customers. It operates 17 branches across Israel and an online ordering system, supported by an advanced automated logistics center in Ashdod. Its offering combines international brands (HIMEL/Schneider Electric, ABB, Philips/Osram, Gewiss, Scame, Telemecanique, Runpotec) with its own PULSE house brand launched in 2017.

Product overview

Direct Electricity (חשמל ישיר) is a leading Israeli electrical equipment wholesaler operating 17 branches nationwide since 1983. The company operates as a multi-brand distribution platform offering: (1) a comprehensive range of low and medium voltage power cables (copper and aluminum), flexible wires, fire-resistant cables, and communication cables; (2) LED lighting fixtures under the PULSE private brand including floodlights, panels, recessed and surface-mounted fixtures, and industrial high-bay luminaires; (3) electrical distribution equipment including circuit breakers, residual current devices, contactors, and distribution boards; (4) industrial plugs and sockets, limit switches, and automation components from distributed brands including HIMEL (exclusive Israeli distributor), SCAME, and TELEMECANIQUE; (5) cable accessories, electrical enclosures, and VDE insulated hand tools. The company also operates an advanced logistics center in Ashdod and an online ordering system for registered customers.

Differentiator

Problem solved

Functional benefit

Brands

• PULSE: House brand launched in 2017 offering a wide range of electrical and lighting products for the Israeli market with competitive pricing.
• Yashir Group

Products and services

• Power Cables and Flexible Wires Comprehensive range of low and medium voltage power cables (N2XY/N2XBY/N2XCY, NA2XY aluminum, ABC aerial, N2XS(F)2Y 18/30kV), flexible copper wires (HO5V-K/HO7V-K), rigid copper wires (HO7V-U/R), flexible power cords (HO5VV-F), and fire-resistant cables (NHXH) meeting FE180/E90 standards. Sold to electrical contractors, industrial customers, and institutions for power distribution and installation projects.
• LED Lighting Fixtures Range of LED lighting products marketed under the PULSE house brand, including floodlights, panels, recessed fixtures, surface-mounted fixtures, and industrial high-bay luminaires for commercial, residential, and industrial customers.
• Circuit Breakers and Electrical Panels Miniature circuit breakers (MCBs), residual current devices (RCDs), molded case circuit breakers, contactors, and distribution boards for residential, commercial, and industrial installations.
• Industrial Plugs, Sockets, and Connectors IP44/IP67-rated industrial plugs, sockets, and connectors from the SCAME brand for heavy-duty commercial and industrial applications.
• Industrial Sensors and Limit Switches Industrial limit switches and sensors from Telemecanique for automation, process control, and machine-building applications.
• Cable Accessories and Termination Products Cable lugs, cable shoes, cable glands, heat-shrink tubing, cable ties, and cable pulling equipment for installation and termination work.
• Electrical Enclosures Metal, ABS, and polyester enclosures with various IP ratings for housing electrical installations in residential, commercial, and industrial settings.
• VDE Insulated Hand Tools VDE 1000V insulated hand tools including pliers, cutters, screwdrivers, and cable crimping tools for electrical installation professionals.
• HIMEL Low Voltage Distribution Equipment Low voltage electrical products exclusively distributed in Israel by Direct Electricity, including switches, wiring buses, contact blocks, control and marking accessories, circuit breakers, and electrical cabinets manufactured under the HIMEL brand (a Delixi Electric and Schneider Electric collaboration).
• Cable Pulling Systems (Runpotec) Austrian-made innovative cable pulling solutions including nylon, polyester and fiberglass pulling tapes, electric cable pulling systems, and drum stands, plus the patented Runpoglider cable pulling head. Distributed by Direct Electricity in Israel.
• PULSE House Brand Private-label electrical and lighting brand launched by Direct Electricity in 2017. PULSE products are built on strong technical requirements, high quality, and maximum product lifespan, tailored to Israeli market needs at competitive prices, including LED lighting fixtures (floodlights, panels, recessed and surface-mounted luminaires, industrial high-bays) and additional electrical products.
• Professional On-site Project Consulting Authorized professionals provide on-site expert project consulting and guidance to industrial and commercial customers. Field sales representatives visit customer sites directly to propose optimal solutions for project requirements. Targeted at industrial and commercial buyers needing specification support and product selection guidance.

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• HIMEL (Delixi Electric & Schneider Electric)coreChannel Partner/ Reseller/ DistributorDirect Electricity is the exclusive Israeli distributor of HIMEL low voltage products. HIMEL products are manufactured through collaboration between Delixi Electric and Schneider Electric. Product range includes switches, wiring buses, contact blocks, control and marking accessories, circuit breakers, and electrical cabinets.
• Schneider ElectriccoreOthersDirect Electricity is a leading distributor of Schneider Electric equipment in Israel, offering a wide range of products for the electrical industry.
• ABBminorOthersRepresents ABB as one of the international brands carried through the branch network.
• Philips/OsramminorOthersRepresents Philips as one of the international brands carried through the branch network.
• GewissminorOthersRepresents Gewiss as one of the international brands carried through the branch network.
• ScameminorOthersItalian manufacturer since 1963, large and professional producer of electrical equipment and systems for the electricity, industry, and construction sectors. Products marketed to 80 countries across 5 continents.
• TelemecaniqueminorOthersFrench company operating for over 100 years as a specialist in professional and reliable equipment, leading the field of sensors for industry. Telemecanique assists customers in selecting the required sensor for their needs.
• RunpotecminorOthersInnovative Austrian company offering solutions for cable pulling systems. Product range includes nylon, polyester and fiberglass pulling tapes, electric cable pulling systems, and various drum stands. The unique patented Runpoglider pulling head can pass through obstacles where other tapes cannot succeed.
• PULSE (House Brand)coreOthersPULSE is the company's house brand launched in 2017, offering a wide range of electrical and lighting products. Built on strong technical requirements, high quality, and maximum product lifespan, tailored to the Israeli market at competitive prices.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Graybar: US-focused electrical, communications, and data networking products distributor operating a large branch network. Closely comparable to Direct Electricity's electrical wholesale model serving contractors and industrial accounts.
• Rexel: Global electrical distribution group serving contractors, industrial, and commercial customers through branch networks. Closely matches Direct Electricity's go-to-market across cables, lighting, distribution equipment, and automation components.
• Wesco International: Global electrical, communications, and utility distribution company with extensive branch-based operations. Comparable to Direct Electricity in serving electrical contractors and industrial customers with multi-brand electrical supply.
• Sonepar: Global #1 electrical products distributor operating B2B branch networks across dozens of countries. Sonepar is the most direct comparable to Direct Electricity's model of multi-brand electrical wholesale with on-site contractor and industrial customer service.
• Consolidated Electrical Distributors (CED): Major US electrical distribution cooperative serving residential, commercial, and industrial contractors through hundreds of branches. Operates an analogous multi-brand electrical supply model to Direct Electricity.

Others

• ABB: Global electrical equipment, robotics, and automation manufacturer represented by Direct Electricity through its branch network. Adjacent to Direct Electricity as a key brand partner rather than a direct competitor.
• Schneider Electric: Global electrical equipment manufacturer and one of Direct Electricity's most important supplier partners, including through the HIMEL joint venture with Delixi Electric. Relevant adjacent player given the strategic supplier relationship and brand representation.

Broad incumbents

• W.W. Grainger: Large US industrial MRO distributor offering broader product categories beyond electrical. Comparable business model of branch-based B2B supply to professionals and industrial customers, though Grainger's catalog is significantly wider than Direct Electricity's electrical focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/yashircareer
• Instagraminstagram.com/hashmalyashir
• LinkedInlinkedin.com/company/yashir-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Direct Electricity