SG Group, one of the largest electronics importers in Israel, is currently launching the international television brand CHiQ. This is a large-scale move in which the company will import six series of smart televisions, from basic to premium models, in an effort to establish the brand’s foothold in the competitive local market.
CHiQ, which has been operating in several markets around the world in recent years, focuses on combining advanced display technologies with minimalist design. According to the company, the new line to be launched in Israel includes ultra-flat televisions, some designed to be mounted on the wall with almost no gap, alongside decorative versions in unconventional colors – such as white – intended to blend seamlessly into home interiors.
For SG, this represents a continuation of its expansion trend in the home appliance and electronics market, after taking part in the launch of other international brands in Israel, including Yamaha, TCL, Skyworth, and CASO. Unlike the brands the company has introduced in the past, CHiQ is expected to focus exclusively on smart televisions, attempting to compete directly with established players such as Samsung, LG, and TCL.
Market experts estimate that SG’s move is intended to expand competition in the screen category, particularly in the mid-price range – where most of CHiQ’s initial models are expected to be positioned. The company notes that the import will be supported by full service and warranty coverage and that, in the first stage, the products will be sold in major electronics chains and specialty stores.
The launch of CHiQ marks another test of SG’s ability to establish a new international brand in Israel – a market where consumers are price-sensitive but also expect a high technological standard. If the gamble succeeds, we may soon see another brand joining the front line of television manufacturers in the country.