Velenje, 13 February (STA) – Household appliances maker Gorenje opened its first showroom in Israel in late January, a 350 m2 space in an upscale district of Tel Aviv where it displays high-end appliances targeted at wealthy customers.

The move comes just over a year after Gorenje first entered the Israeli market. The company said in a press release that its products were available in 21 stores in major Israeli cities.

The expansion to Israel is part of Gorenje’s strategy to increase sales on markets outside Europe by about a third to EUR 150m by 2015.

Gorenje projects revenue of EUR 1.28bn for 2012 at group level, but it is unlikely to make a significant profit.