EFD is the largest retailer in Israel that specializes in furniture and home design. The company, a joint venture between Fishman Retail & Eitani Group by Carmel Holdings, manages many of the leading brands in the Israeli market, including Betili, IDdesign, Rich & Taylor, Leather Land, MyHomePage and more. By offering the Israeli consumers such a wide variety of products, EFD is able to cater to all tastes and styles. The advanced logistics and customer support system ensures that customers enjoy international standards of service and responsiveness from EFD.

The IDdesign chain is a franchisee of IDE Mobler, a Danish furniture chain with 60 stores worldwide and a reputation for stylistic and modern designs. Since the opening of the first Israeli store in 1996, IDdesign has grown to four mega stores. The chain appeals to customers with a more European and international taste. This means, chic designs with a cleaner look. IDdesign adopts the concept of the `Total-Look` in shop display, where furniture is artfully blended with decorative accessories, household items and carpets. This concept provides customers with numerous ideas regarding the usage of the most updated, modern and stylized elements in their homes.

Betili Betili
Betili has been Israeli’s leading brand of home design stores for over 20 years. The chain currently numbers 16 retail stores and 3 outlet stores, with a sales floor of around 1,500 square meters for each store. The Betili chain is designed around the concepts of ‘one-stop shop’ and ‘mix and match’, which allows customers the greatest freedom and flexibility to their furnishing choices. The chain appeals to Israeli consumers who seek a broad variety of stylish furniture, house ware, house furnishing, lighting and carpets and all at affordable prices.

Rich & TaylorRich & Taylor
Rich & Taylor is a specialist furniture chain which is directed towards customers that are interested in the classic Victorian style of furniture, characterized by using highly polished heavy wood. The furniture undergoes a detailed aging process in order to give it an authentic antique look. The chain provides furniture for living rooms, bedrooms and dining rooms and allows the customers to create prestigious environments for their houses or communal areas such as official guest houses, directors’ apartments and reception areas. Rich & Taylor presently have six showrooms in major Israeli cities that attracts customer from every corner of the country.

My Home PageMy home page
www.myhomepage.co.il  by IDdesign is a brand based on e-commerce, that was established mainly for young adults who appreciate contemporary urban design and live on a low budget. Targeting younger and trendy customers, myhomepage was founded on the net as an updated and fashionable e-commerce site. But, as the demand for the unique, colorful, stylish and yet affordable furniture grew; Myhomepage opened "real" stores which are located in central shopping malls and central areas and now already have 7 stores . This decision provides young and more mature customers which are not used to Internet shopping or prefer the humane contact the opportunity to purchase items first hand, in internet prices.
EFD`s Business department was established in order to provide professional and personal service to EFD`s business and institutional customers. This department specializes in creating "tailor made" designs – furniture and interior wise - for high volume projects. The department offers its services to interior designers, architects, constructors, institutes, hotels, restaurants, and more. The department offers a choice from the entire range of designs and products sold by EFD`s different brands - that enables finding the most suitable design to the diversified range of customers.
EFD - Home Design Group
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