Isfar, Brimag Discuss Merger

Major electronics importers Isfar Home Tech and Brimag Digital Age are currently in merger talks. If successful, each company would hold an equal share in the new corporation. Isfar Home Tech, importer of Sony, General Electric and Lenco products, is a subsidiary of Isfar, the owner of the Maccabi Tel Aviv soccer team, Netcom and Connect TV.

Brimag, importer of Akai, Beko, Graetz, Kenwood and LG, has traded on the Tel Aviv stock exchange since Spetmber at a market value of NIS 61 million. Shaul Silverstein, one of the Brimag owners, also owns the Traklin electronics chain. The companies expect the merger to strengthen their position against other retailers and gain Isfar imports easier access to Traklin store shelves.