Divani Center

What Divani Center does

Divani Center (legal entity D.S. Luxury Furniture Ltd., ד.ס. רהיטי יוקרה בע"מ) is a privately held Israeli luxury furniture retail chain founded in 1999 and headquartered in Haifa. The company operates four owned physical showrooms across Israel — Haifa (Had_Haharid 62), Netanya (Giborim 5, Nitsba Center), Rishon LeZion (Lachish 4, G CITY Center, Floor 2), and Bnei Brak (Lachish 1, THE PARK) — and serves as the exclusive Israeli representative for international designer brands KELVIN GIORMANI, Home Salons (French network), and XXL (French network), alongside curated collections sourced from dozens of Italian, French, and Portuguese manufacturers.

The product portfolio spans seating systems (leather and fabric sofas, corner sofas, modular sofas, recliners, sofa beds), dining sets (tables, chairs, bar chairs), bedroom furniture (beds, wardrobes), armchairs (including TV armchairs and designer pieces such as ORLINSKI), and complementary accessories (wall units, storage, carpets, lamps, decorative cushions, sideboards, living room tables). The core technology of the business is the physical showroom experience paired with trained design advisors; the company explicitly states that luxury furniture is not purchased online and completes all sales in-store following consultation.

Revenue is generated through one-time retail sales of high-ticket furniture, supported by trade-in programs and consumer financing of up to 36 installments. Go-to-market is showroom-anchored with top-of-funnel content marketing via the company website and magazine, mid-funnel architect/designer referral through the Architects and Designers Club (מועדון המעצבים והאדריכלים), and bottom-of-funnel in-store conversion. The company employs 51-100 staff and serves two primary customer segments — individual homeowners seeking premium home furnishings, and interior designers/architects specifying luxury furniture for client projects — with a secondary segment of families prioritizing durability and daily-use quality.

Name

Divani Center

Legal name

ד.ס. רהיטי יוקרה בע"מ

Website

https://divanicenter.co.il

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Divani Center is a privately held Israeli luxury furniture retail chain operating four showrooms (Haifa, Netanya, Rishon LeZion, Bnei Brak). It serves as the exclusive Israeli representative for KELVIN GIORMANI, Home Salons, and XXL, serving affluent homeowners, families, and interior designers via in-store consultation.

Ownership category

akta.pro rank

Product category

Luxury Furniture Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (44911)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB)

akta.pro secondary industry

Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC)

Keywords

• Luxury furniture retail
• Designer home furnishings
• Italian furniture
• Showroom furniture sales
• Home interior design

Headquarters

HQ city

Haifa

HQ country

Israel

HQ region

Middle East

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Furniture retail sales: One-time sales of luxury furniture including seating systems, dining sets, bedroom furniture, and accessories. Purchases are made in physical showrooms with design consultation. The company offers trade-in programs and financing options up to 36 installments.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Divani Center is an Israeli luxury home furniture retailer that sells imported designer furniture (sofas, dining sets, bedroom furniture, armchairs, and accessories) through four physical showrooms across Israel. The company is the exclusive Israeli representative for international brands KELVIN GIORMANI, Home Salons, and XXL, alongside products sourced from dozens of Italian, French, and Portuguese manufacturers. All purchases are completed in-store following design consultations, with financing and trade-in options offered.

Product overview

Divani Center is an Israeli luxury furniture retailer operating as a physical retail chain with four showroom locations (Haifa, Netanya, Rishon LeZion, and Bnei Brak). The company offers a comprehensive portfolio of luxury home furniture centered around seating systems (sofas, corner sofas, modular sofas, recliners, sofa beds) and extends across dining sets, bedroom furniture, armchairs, and complementary accessories including wall units, storage solutions, carpets, lamps, and decorative cushions. Divani Center operates as an exclusive representative of international luxury brands in Israel, specifically KELVIN GIORMANI, Home Salons (French network), and XXL (French network), alongside products from dozens of Italian, French, and Portuguese manufacturers. The company emphasizes in-store purchasing experience with design consultation services and does not offer online sales, positioning luxury furniture purchase as requiring physical examination.

Differentiator

Problem solved

Functional benefit

Products and services

• Seating Systems (מערכות ישיבה) Luxury seating systems including leather and fabric sofas, corner sofas, modular sofas, recliner sofas, and sofa beds. Features Italian and French designs with customization options for residential customers.
• Dining Sets (פינות אוכל) Complete dining solutions including dining tables, dining chairs, and bar chairs in various styles and materials including wood, metal, and glass for residential dining spaces.
• Bedroom Furniture (חדרי שינה) Complete bedroom collections including beds, wardrobes, and complementary furniture for complete residential bedroom setups.
• Armchairs (כורסאות) Luxury armchairs including TV armchairs and designer armchairs from brands like KELVIN GIORMANI and ORLINSKI.
• Complementary Furniture and Accessories (ריהוט משלים) Supplementary furniture and accessories including TV consoles, wall units, storage solutions, decorative cushions, lamps, and carpets for residential interiors.
• KELVIN GIORMANI Brand Collection Exclusive designer brand line represented in Israel by Divani Center. High-end seating systems and furniture from the renowned international designer, available only through Divani Center in Israel.
• Home Salons Brand Collection French luxury furniture network represented exclusively in Israel by Divani Center, offering French designer furniture unavailable elsewhere in the country.
• XXL Brand Collection French luxury furniture network with exclusive Israeli representation by Divani Center, providing access to French luxury furniture designs.
• In-Store Design Consultation Service Personalized design consultation service provided at the four physical showrooms by trained advisors. Customers schedule appointments to receive expert design advice for matching furniture with home aesthetics and spatial requirements.
• Trade-In Program Trade-in program allowing customers to exchange existing furniture when purchasing new pieces from Divani Center, supporting the in-store purchase process.
• Architect and Designer Club Exclusive professional club for architects and interior designers offering early access to new collections, professional support, events, and lectures with leading designers. Supports the B2B channel serving design professionals who specify Divani Center pieces for client projects.

Quantifiable outcome

• Furniture lasts 15-25 years with proper care, compared to 7-12 years for standard furniture

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• KELVIN GIORMANIcoreStrategic or Co-development PartnerExclusive Israeli representative of renowned international designer KELVIN GIORMANI. Divani Center is the sole representative in Israel for this premium brand, offering collections that cannot be found anywhere else in the country.
• Home SalonscoreStrategic or Co-development PartnerExclusive Israeli representative of the French Home Salons network. Collections from this French brand are only available through Divani Center in Israel.
• XXLcoreStrategic or Co-development PartnerExclusive Israeli representative of the French XXL furniture network. This partnership provides access to French luxury furniture designs exclusively through Divani Center.
• Italian ManufacturersminorStrategic or Co-development PartnerRelationships with dozens of Italian manufacturers providing furniture crafted to Italian quality standards. Products include seating systems, sofas, and furniture made with premium materials.
• Portuguese ManufacturersminorStrategic or Co-development PartnerPartnerships with Portuguese manufacturers supplying luxury furniture to complement the Italian and French collections available at Divani Center.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Roche Bobois: French luxury furniture retailer operating showrooms worldwide with a comparable business model of selling high-end European designer furniture through physical showrooms with design consultation, directly competing for the same affluent customer segment.
• Cassina: Iconic Italian luxury furniture brand with international showroom distribution; comparable as one of the European premium brands whose curated designer furniture positioning Divani Center delivers in the Israeli market.
• Minotti: Italian luxury furniture brand sold through mono-brand and multi-brand showrooms globally; one of the European premium brands whose distribution model Divani Center replicates in Israel with KELVIN GIORMANI and other Italian partners.
• BoConcept: Danish design furniture retailer with a global franchise showroom network, comparable in offering curated designer furniture through consultation-led showroom sales and pursuing similar mid-to-upper market positioning.
• B&B Italia: Italian luxury furniture manufacturer with international showroom distribution; directly comparable as one of the European premium brands Divani Center represents and whose retail model of design-led showrooms it mirrors.
• Poltrona Frau: Italian luxury furniture brand with a network of mono-brand and multi-brand showrooms; comparable as a high-end European manufacturer whose products Divani Center distributes and whose retail showroom experience it replicates.

Broad incumbents

• Ethan Allen: US-based vertically-integrated furniture retailer operating designer-owned showrooms with in-home design consultation; broadly comparable showroom-and-consultant retail model in the home furnishing category, though at a more accessible price tier.
• RH (Restoration Hardware): US-listed luxury home furnishings retailer operating large-format galleries, the dominant scaled player in the premium furniture retail model that Divani Center operates, with broader category breadth and significantly larger scale.
• Natuzzi: Italian furniture group with its own branded retail network; broadly comparable as a vertically-integrated European furniture company selling premium and luxury seating through dedicated stores, though with a wider price-point reach.

Regional players

• HomeCenter (ACE Israel): Israel's largest home and furniture retail chain, operating multi-category showrooms nationwide; the closest direct Israeli competitor operating in the same market and customer base, though positioned more mass-market than Divani Center.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DIVANI.CENTER
• LinkedInlinkedin.com/company/divani-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Divani Center