INOKIM Expands Retail Footprint with Electra Deal in Israel
Israeli electric scooter brand INOKIM is expanding into 200 Electra Consumer Products branches, a deal valued at tens of millions of shekels.
The Israeli electric scooter brand INOKIM is significantly expanding its distribution network in Israel through a partnership with Electra Consumer Products, entering approximately 200 retail branches including Carrefour, Machsanei Hashmal, and Shekem Electric.
Previously relying heavily on online sales and dedicated retail channels, the brand is now targeting a wider consumer base. According to the companies, the deal is valued at tens of millions of shekels. INOKIM currently sells around 7,500 scooters annually in Israel, and executives estimate that the partnership could boost sales volume by up to five times.
Market Context and Data
Data from the Tax Authority released earlier this year shows that approximately 54,800 electric scooters were imported into Israel in 2025, compared to about 59,800 in 2024 and 73,900 in 2021. Import value last year totaled roughly $16.6 million, with an average import price of about $303 per vehicle.
"Demand for our scooters is high, but to dominate the market, a broad physical retail footprint is essential. Partnering with Electra gives us precisely that," said Kfir Ben Shushan, founder and owner of INOKIM.
Company Background and Competition
Founded in 2009 as MyWay, the company rebranded in 2014 to INOKIM—an abbreviation for 'Innovation of Last Kilometer'. The brand has expanded internationally over the years, operating in the US and Europe while developing models such as the Light, Quick, OX, and OXO series.
"The partnership with INOKIM—a leading Israeli brand offering safe, high-quality products—is a natural fit that reflects our commitment to bringing the best products at competitive prices to Israeli consumers," said Zvika Schwimmer, CEO of Electra Consumer Products.
Competition in the micro-mobility sector remains active, with Crystalino Group developing its XI Mobility arm to offer electric scooters, bicycles, and operational vehicles alongside other brands like Dreame and Swarovski.
