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  • Talma Gotteiner

The 'LIVING ROOM' Furniture Chain is Expanding

Hi there!

The furniture chain 'Living Room', is expanding. In addition to the currnt five stores in Haifa, Netanya, Petah Tikva, Rishon LeZion and Be'er Sheva the chain is opening two new stores in Ashdod and Jerusalem and launching a particularly attractive sale of 50% on the various furniture items from the 2021 collection.

The 'Living Room' chain was established about a decade ago by the Benno family, furniture manufacturers, for over 60 years. 'Living Room' provides its customers with living room furniture, dining areas, bedroom with solutions of sliding wardrobes at the most attractive prices in the country. In addition, the chain operates, under its auspices in the chain's branches the 'Living-Sleep' brand that specializes in everything related to quality sleep: orthopedic beds and mattresses at attractive prices.

The 'LIVING ROOM' Furniture Chain is Expanding
Credit: Living Room's Studio

The family owns additional brands as well. The 'Bellini' brand specializes in living room seating systems combined with electric recliners and TV armchairs. The 'Rossi' furniture brand specializes in dining areas, chairs, sideboards and coffee tables. Both are sold in over 250 furniture stores across the country.

In recent years, the Benno family has also been involved in income-producing real estate and entrepreneurship, commercial centers and industrial buildings.


Living Room furniture systems are sold at very attractive prices, a strategy that the chain stands behind. Elroi Benno, the chain's CEO explains their attractive pricing strategy and locations. "Economic and social trends have changed the face of the world of furniture and design in recent years. The furniture items are now perceived as fashionable accessories: no longer a sofa for life, but one that changes according to the circumstances, apartment transitions and relevant fashion trends. Accordingly, the chain offers fashionable, high-quality products at equal prices for every pocket, while emphasizing the value for money. The branches are located in strategic places throughout the country enabling customers to reach each branch easily and see for themselves the quality of the products and low cost. The two new branches in Ashdod and Jerusalem will make the furniture even more accessible to every Israeli customer."

The prices of the furniture items in the living room are adapted to the age group of the customers and their socio-economic level. These are young people in the 30s and 40s who allocate relatively low budgets to home furniture and at the same time look for the fashionable items.

The attractive prices are made possible thanks to the company's connection with factories from around the world and stocks, which are pre-ordered from these factories and stored in the company's new logistics center located in the Barkan industrial zone. The logistics warehouse was established after an investment of 50 million NIS is built on 3 floors, extends over 10,000 m, and is equipped with advanced technology for storing and locating the various pieces of furniture.

Another unique feature is that the chain's furniture sales are made exclusively in the various branches without any online sales. In this way the customer sees the furniture of choice saving the inconvenience of returns and dissatisfaction with the final product.



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