OUR HISTORY
A Shared Tradition of Excellence
Haim Farkash, an expert brush maker and Holocaust survivor, immigrated to Israel in 1945 and established his first workshop in Tel Aviv in 1951.
Shimon Rabinowitz moved to Israel in 1948, was recruited into the Palmach, and founded the company 'Nesher Rabinowitz' which specialized in brushes, brooms, and household accessories in 1952.
In the 1980s, Haim transferred the management of his company to his children who helped the company to grow and hold a significant market share in Israel. At the same time, Shimon transferred the running of his company to his children.
Two Families, Three Generations
In the 1980s, Haim decided to retire and passed the Pe’er reins to his children, who grew up on the company’s factory premises. The next generation achieved impressive success when Pe’er gained a significant share of the market. At the same time, the successful intergenerational transition was underway at Nesher Rabinovich.
In 2012, after over 30 years of competition, a strategic alliance was signed between Pe’er Painting Products and Nesher Rabinovich, which led to the merger of these two companies. Uniting the logistics processes and workforces, they created an impressive portfolio of quality products and services for the Israeli market. This was the beginning of the Pe’er Nesher Company.
Until now the company’s factory in the Kanot Industrial Area continues to produce different types of brushes using the same traditional method which proved to produce high-quality products known to and trusted by the Israeli market.
Activities & Products
The wide range of the company’s products provides solutions for different kinds of home construction and DIY projects.
All this is alongside a wide spread of over 1800 stores throughout Israel.
Exclusive Importer
The Purchasing Department team works with many manufacturers all over the world. The Team tests and selects high-quality products, and the company’s graphic designer adapts them to the Israeli market.
The purchasing department also works with many Israeli and international brands and imports different products and raw materials from Germany, France, Greece, Bulgaria, the USA, Canada, the UK, Italy, Turkey, China, and Taiwan.
We hold exclusive importer licenses for most major German and American brands in this field.
The Sales Team
Our experienced sales team representatives use online terminals to obtain real-time data at any location, including the client’s top 10 orders, changes in order patterns, and recommended items for the customer tailored to his interests.
The company developed and used a unique ranking algorithm that enables optimal client credit management. Calculating the order size, frequency, and punctuality of payments, the algorithm allows us to deliver most of the orders to the customers soon after the order confirmation.
We monitor the operating profit of each order on an ongoing basis and receive real-time alerts regarding any irregularities.
Operational Excellence & Risk Management
We have established an online connection between field terminals and our cloud-based CRM and ERP systems. Every order is sent to the business intelligence system in real-time, following required credit approval and pricing procedures.
The company’s Management Team receives real-time information about representatives and logistics activities in the field via several live dashboards displaying the data needed for advanced decision-making.
These dashboards combine information from every area: sales, finance, budget, logistics, storage space, and more. Every executive can monitor the situation and view customized reports instantly, via push notifications.
Our B2B system allows our clients to place an order 24/7 and gives them the opportunity to keep track of all ordered goods.
Logistics Automation & Control Process Management
The storage, combining orders, and shipping management processes are outsourced to Flying Cargo, the company providing good service in this field.
Client orders are sent directly to our logistics system by our sales representatives upon receiving them from the customers. Order processing takes approximately 15 minutes during working hours, the process includes an automated credit approval and price control procedure.
Approved orders are automatically sent to the warehouse, where they are prepared and packaged, marked, and transferred to the FedEx representative for picking up and nationwide delivery.
The advantages of our procedure
Our salespersons visit clients' stores daily, checking the stock and ordering missing items as well as organizing our products on the displays and shelves in the best possible way to help the consumer find a product, he/she needs easily.
We adapted our sales process to the needs of our customers who prefer our products because they come with a price tag in accordance with the instructions given by them, thus our clients do not waste their time on pricing and sorting the products.
