Sapir Group has entered the Israeli pharmacy market with the launch of its new chain, Pharm Plus, opening its first branch as part of a broader retail expansion strategy. The investment in the chain is estimated at tens of millions of shekels, with a focus on offering lower prices than competitors in personal care, perfumery, and toiletries.

As part of its launch, Pharm Plus introduced competitive pricing on well known products, including sanitary pads, toothpaste, diapers, and premium fragrances. The company aims to position itself as a price friendly alternative while maintaining a wide product range.

Beyond traditional pharmacy items, the chain is emphasizing sports and dietary supplements as a key growth engine, offering protein powders, specialized beverages, and related products at accessible prices. Expansion will follow a franchise model, with plans to recruit about 25 franchisees by the end of 2026 and reach approximately 80 branches nationwide by the end of 2027.