PITARO

The story of Pitro begins in Israel in the sixties, when Moshe Pitro, a hired upholsterer, sets out on his own and decides to open a small store in the Basel complex in Tel Aviv. Moshe provides upholstery and furniture preservation services to residents of the area. Soon he was exposed to new needs that arise in his customers, which leads him to develop and design new furniture that responds to the lives that are going on around them.

The furniture designed by Moshe is a success and the business grows and develops: the "bench" from the sixties and the "Apollo" television chair, which was born about a decade later, star in almost every home and become the products most identified with the Pitro office furniture brand . At the end of the seventies, Moshe deepened his knowledge of design and ergonomics, when he was exposed to a new and original field: "Formal wood carving". Moshe upgrades the technology in production by means of presses and molds and makes the company a specialist in this technology.

During the following decades, Ora, Moshe's house, and her husband Shalom Balchman join the business. Pietro is expanding, developing its activity in front of the institutional market and responding to impressive projects such as hospitals, courts, public institutions and more. The specialization in the form pressing makes the projects unique and allows customization according to the customer's measurements.