The Pitaro Family The Pitaro family has been working together for over 50 years. The Pitaro family’s vision is to be a company that serves both as “a home and an authority figure” for its employees, customers and suppliers. The Pitaro company is committed to molding and affecting the human environment through: innovation, leading design, high quality products, professionalism and non-compromising service. Founder: Moshe Pitaro Moshe was born in Bucharest, Romania, the eldest of three siblings. He lost his father at a young age, becoming the sole provider for his family while still in the process of learning the upholstery trade. This profession saved him during World War II, when he became a forced laborer. Moshe immigrated to Israel in 1949 and after just three days began working as a salaried upholsterer, until eight years later, when he opened his own business. The upholstery workshop moved from place to place in Tel Aviv, Ramat Gan and Holon. During that time, Moshe studied design. The first piece of furniture Moshe designed, in 1962, was a “mini bench” that functioned as a bench by day and a bed by night. This product was perfectly suited to the cramped flats which housed large families at that time, and the company prospered. In the early 1970’s he created a TV armchair, the first of its kind in Israel, which came to be identified with the Pitaro brand. In the 1980’s Moshe imported advanced mold pressing machinery and produced Danish style furniture. His two daughters and their husbands joined the company and expanded it. The company is currently run by Moshe’s daughter, Ora and son-in-law, Shalom and Moshe supports them by providing new designs and an ergonomic viewpoint. CEO: Shalom Blechman Shalom was educated as a technician in the wood field and enjoys hobbies in various creative areas, such as creating original and multi-shaped sculptures out of metal mesh. Shalom, a native of Bnei Brak, is a father of three and previously manage communications projects. Later, he became integrated into his wife’s family business and currently focuses on managing the company, business development and sales. Sales, Concept and Design Manager: Ora Pitaro Blechman Ora absorbed aesthetics from her home in Ramat Gan. Her professional path included work as a travel agent, display window design studies and management of senior citizens’ homes before Ora entered into the business founded by her father. Today, Ora chooses products and imports new ideas, designs the showroom and is involved in the design processes at Pitaro.