The Nonfood activity of Alon Blue Square Israel group is carried out by 'Naaman Group', specializing in four major sectors: household goods, toys, leisure products and baby products.
In 2003, Alon Blue Square Israel established a strategic partnership with Naaman Group and in 2010 became the full owner of the group.
The group aims to achieve competitive advantage in the market while creating synergies with other systems and Alon Holdings Group companies.