Osher Ad

Osher Ad is an Israeli supermarket chain established in 2009 by Avraham Moshe Margalit, Aryeh Boim, and Yehuda Laniado. The business is officially associated with the Hebrew corporate name Merav – Mazon Kol Ba'am. Its roots lie in the founders’ earlier Alef marketing chain, which primarily served ultra-Orthodox consumers. The founders sold their interests in Alef to Shufersal in 2008 for NIS 140 million and subsequently established Osher Ad after a one-year non-compete or cooling-off period. The chain operates as a value-oriented food retailer. Its assortment centers on groceries and household necessities, including food, beverages, cleaning products, paper goods, personal-care products, and other everyday consumer items. The format is intended to attract shoppers seeking competitive prices and broad practical assortments rather than premium department-store presentation. The chain’s name and operating model are particularly associated with Israel’s ultra-Orthodox and religious consumer markets, although its stores serve a wider customer base. Osher Ad developed a substantial Israeli store network and, according to the referenced Wikipedia material, has 21 supermarkets in Israel. In 2019 it expanded outside Israel for the first time by opening a store in Brooklyn, New York. Its American locations operate under the Bingo Wholesale name, providing a separate retail identity for the United States market. The cited material identifies four Bingo Wholesale supermarkets in the United States. The company became one of Israel’s largest food retailers by sales turnover. A 2023 Dun & Bradstreet ranking cited in the reference material placed Osher Ad third among Israeli food chains by annual sales turnover, reporting approximately NIS 4.9 billion for the relevant period. This figure should be understood as a ranking-period sales estimate rather than a current financial statement. Osher Ad remains a privately held retail brand with operations concentrated in Israel and a smaller United States presence. Publicly documented information about its corporate ownership, executive structure, financial reporting, and precise headquarters is limited. Its principal strategic characteristics are its discount-oriented positioning, focus on high-frequency grocery and household purchases, established presence in Israeli communities, and international extension through the Bingo Wholesale banner.

Osher Ad was founded in Israel in 2009 by Avraham Moshe Margalit, Aryeh Boim, and Yehuda Laniado. The founders had previously been involved in Alef, a marketing chain aimed primarily at an ultra-Orthodox customer base. In 2008 they sold their shares in Alef to Shufersal for NIS 140 million. Following a one-year cooling-off period, they launched Osher Ad as a new supermarket business. The chain’s development was tied to the founders’ experience in community-oriented grocery retail and to demand for low-priced food and household goods. Osher Ad’s stores focused on high-volume everyday shopping, offering groceries and general household necessities through a value-led supermarket format. Its customer base included many ultra-Orthodox and religious shoppers, while the stores were not limited exclusively to those communities. Osher Ad built a substantial domestic network in Israel. The referenced material states that the chain has 21 Israeli supermarkets. The company later began international expansion. In 2019 it opened its first store outside Israel in Brooklyn, New York. The American business uses the name Bingo Wholesale and, according to the same reference, has four supermarkets in the United States. By the early 2020s, Osher Ad had become one of Israel’s largest food retailers by turnover. A Dun & Bradstreet ranking published in 2023 and cited in the reference material placed it third among Israeli food chains, with annual sales turnover of approximately NIS 4.9 billion during the relevant measurement period. The available reference material does not provide a detailed breakdown of the company’s ownership, executive management, store economics, or subsequent expansion plans. Osher Ad’s history is therefore characterized by a transition from the founders’ earlier Alef venture, the creation of an independent value supermarket chain, expansion across Israel, and a limited but significant move into the United States through the Bingo Wholesale brand.

1. 2023Third-largest Israeli food chain by cited turnover

   A Dun & Bradstreet ranking cited in the reference material placed Osher Ad third among Israeli food chains by sales turnover, at approximately NIS 4.9 billion for the measured period.

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2. 2019First United States store opens

   Osher Ad entered the United States market with a Brooklyn, New York, store operating under the Bingo Wholesale name.

   Source
3. 2009Osher Ad is established

   The three Alef founders established Osher Ad after a one-year cooling-off period following the sale of their previous business.

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4. 2008Founders sell their Alef interests to Shufersal

   Avraham Moshe Margalit, Aryeh Boim, and Yehuda Laniado sold their shares in the earlier Alef marketing chain to Shufersal for NIS 140 million.

   Source

Value-oriented supermarket retail, with an emphasis on competitive prices, practical household assortments, and strong relevance to Israeli ultra-Orthodox and religious consumer markets.

• Osher Ad supermarketsSupermarket retail2009

  Osher Ad’s core format consists of large supermarkets selling food, beverages, household cleaning supplies, paper products, personal-care goods, and other everyday necessities. The format is positioned around value and practical shopping, with an emphasis on broad household coverage and competitive pricing rather than premium specialization.

• Bingo WholesaleWholesale supermarket retail2019

  Bingo Wholesale is the name used for Osher Ad’s United States supermarket operations. The banner began with the chain’s first overseas store in Brooklyn, New York, in 2019. It extends Osher Ad’s value-oriented grocery model to the American market while operating under a distinct local-facing identity.

• 2019International expansion through Bingo WholesaleStrategy

  After establishing a substantial Israeli supermarket network, Osher Ad pursued its first overseas expansion in the United States.

  What changed. The company opened a store in Brooklyn, New York, under the Bingo Wholesale name and subsequently developed a four-store U.S. network according to the cited reference.

  Aftermath. The move created an American operating presence while retaining Osher Ad as the parent retail identity in Israel.

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• 2023Osher Ad ranked among Israel’s largest food chains

  A Dun & Bradstreet ranking cited in the reference material placed Osher Ad third among Israeli food chains by sales turnover, with reported annual turnover of approximately NIS 4.9 billion for the ranking period.

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• 2019Osher Ad opens its first store outside Israel

  The chain entered the United States by opening its first overseas store in Brooklyn, New York, under the Bingo Wholesale name.

  Other
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• 2009Osher Ad is established after the founders’ sale of Alef

  Avraham Moshe Margalit, Aryeh Boim, and Yehuda Laniado established Osher Ad after selling their interests in the earlier Alef marketing chain to Shufersal in 2008 and completing a one-year cooling-off period.

  Other
  Source

1. Osher Ad
2. Osher Ad official website