Address: 7 Tulipman St., Rishon LeZion 75364
Vice President & Chief Financial Officer
Home Center International B.V.
Line of Business:
Retail Chain of Home Improvement Centers
ome Center (DIY) Ltd. pioneered the concept of the do-it-yourself warehouse store in Israel. The chain has translated the concept into uniquely Israeli terms, meeting the needs of the local population, in its 45 branches throughout the country. Home Center’s 30 departments offer its customers a range of over 40,000 products. The company’s international division operates 4 outlets in Cyprus, 5 stores in Russia and 5 in Serbia.
Founded in November 1992, Home Center (DIY) Ltd. has captured about 60% of the local Home Improvement Big Box market, making it the leading enterprise in its sector.
The company has been run since its establishment by Aharon Meidan.
The company’s sales strategy is to offer a wide range of core home improvement products at low prices. Company policy dictates sourcing products from the local market, as well as utilizing a highly developed international network of suppliers. Home Center believes that its employees greatly contribute to implementing the company’s philosophy. A professional and especially well trained sales staff who offer friendly customer service, enable the company to provide assistance for every aspect of home improvement. The company’s seal of quality is the family atmosphere in the stores, making shopping a pleasant and convenient experience for customers.
The company markets a wide variety of improvement products for the home, garden and the car. Product lines include faucets, plumbing supplies, tools, paints, building materials, sanitation accessories, house wares, R.T.A. furniture, parquet flooring, kitchen cabinetry, automotive accessories, electric supplies, gardening and camping equipment, electric goods for the home, home accessories, lighting fixtures, carpets, bathroom accessories, bedding and linen.
In 2012 home Center opened a new department for the sale of doors, pergolas and decks and the company is expanding this department to additional stores during 2013.
Out of a total of 32,000 catalogue items, each full format store carries between 15,000 and 25,000 products, including variations in color and sizes. In 2006, the company made a strategic decision to enter the cellular market. Today, Home Center is the 4th leading company in Israel, after mobile operators, in selling mobile phones.
In April 2012, Home Center registered Home Cellular as a 100% owned subsidiary. The virtual operator has collected customers from its first day of operation.
In 1999, Home Center turned to the international arena, setting up operations in Cyprus. The company has established itself in the Cypriot retail market, with 4 outlets and boasts an annual sales turnover of €39 million. Activities in Cyprus were established in 1999 as a partnership with Ermes Department Store of Cyprus (formerly Cyprus Woolworth).
Following this success, Home Center aimed to become a central player in the DIY market in Central and Eastern Europe, mainly in Russia.
Home Center Russia aims to become a major player in the DIY Home Improvement market and to capitalize on the country’s untapped retail market potential. Home Center Russia will initially establish a chain of 24 stores with its headquarters in Moscow. The establishment and opening of the stores, which will vary in size from 6,500 to 11,000 sq.m., will be completed within 10 years.
The first store of 6,700 sq.m. in Yaroslav was opened in April 2007, and during 2008 a new store was opened in Orenburg, 11,000 sq.m. in size. In 2009 another store was opened in Moscow. A new store was opened in Cheyliabinsk in August 2010. On April 27, 2011 a fifth store covering 9,000 square meters was opened in Moscow city center.
In 2006, Home Center signed a joint venture agreement with a leading Serbian retailer to set up a chain of outlets in former Yugoslavia.
The first store was opened in Belgrade at the beginning of 2007, two more stores were opened in 2009.
On March 20, the fourth store was opened in Kragujeuoc and at the end of 2012, the fifth store in Nusbiad opened at the end of 2012.