Pitaro’s story begins in 1960s Israel, when Moshe Pitaro, an upholsterer, decides to open a small store in the Basel complex in Tel Aviv. Moshe provides upholstery and furniture conservation services to the residents of the area. Shortly after, he notices new needs that arise in his customers, and he starts developing and designing new furniture which answers to these daily needs.
The furniture pieces designed by Moshe are a success, and the business is growing: the 1960s “Safsalit” and the TV armchair “Apollo”, which is launched a decade later, star in almost every home in Israel and become iconic. In the late 1970s, Moshe deepens his knowledge of design and ergonomics, as he learns of a new and original technology: plywood molding. Moshe upgrades the manufacturing process by using rollers and molds, and turns the company into a specialist in this technology.
Over the next few decades, Ora, Moshe’s daughter, and Shalom Blechman, her husband, join the business. Pitaro continues to expand, developing its ongoing activity with the institutional market and providing solutions for impressive renovation projects of hospitals, courts of law, institutions, etc. Thanks to Pitaro’s expertise in molded plywood, every project is custom-made and unique.