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To procure the electric energy to be sold to its clients, a retailer has to face two major difficulties. While buying electric energy, it must cope with uncertain pool prices or sign forward contracts at higher average prices. While selling electricity, it should handle the uncertainty of the end-user demand and the fact that customers might choose a different retailer if the selling price is not competitive enough. We propose a risk-constrained stochastic programming framework to decide which forward contracts the retailer should sign and at which price it must sell electricity so that its expected profit is maximized at a given risk level. The developed model takes into account the elastic behavior of end users with respect to the selling price offered by the retailer. A realistic case study illustrates the methodology proposed.