Dr. Gav has Israelis' backs
By David Perry -- Furniture Today, February 9, 2009
TEL AVIV, Israel — Israeli consumers need plenty of support for their aching backs. And that has given health and comfort retailer Dr. Gav an opening in the mature Israeli bedding market.
The company literally put the issue on its nameplate: Gav means “back” in Hebrew.
And Dr. Gav helps Israelis find relief for their backs with a variety of firm innerspring mattresses, recliners, ergonomic chairs and accessories, many of them from well-known U.S. producers. The latest U.S. brand to join its growing product portfolio is Spring Air, whose Back Supporter line is off to a strong start in the company's 15 stores in Israel.
Dr. Gav touts itself as Israel's largest supplier of health and comfort products. It develops, manufacturers, imports and exports a broad range of health-related goods.
Yossi Elboher, Dr. Gav's CEO, said the company has found success by serving a key market: Consumers looking for proper back support. Many consumers don't take good care of their backs, he said.
Moreover, all Israeli males are required to serve three years in the army — a commitment that can take its toll on their backs.
“In the army, they carry heavy things, work hard and don't always take care of themselves,” Elboher said. “When you are 18 or 19, you don't think about your back. You think you are Superman. And you destroy your back.”
Women also develop back problems, he said. “They sacrifice their backs for their children,” he said. The average Israeli woman has three children, and pregnancy can also add back woes, Elboher said.
But the good news for those suffering from backaches and pains is that awareness of health issues is growing.
“In the last five to six years,” he said, “there is a very big awareness of health and body maintenance issues. Many people are more active today. They are engaging in physical activities like walking and running. They are more aware of back problems, and they are trying to solve their back problems with products they buy.”
Dr. Gav, he said, offers a unique solution to consumers' back needs. It has products to help consumers as they stand (cushions for shoes), sit (recliners, massagers and chairs) and sleep (mattresses). “We are a one-stop shop for health and relaxation products,” Elboher said.
Realizing that Israelis hold U.S. brands in high esteem, Dr. Gav has partnered with a number of U.S. producers, including La-Z-Boy, Best Home Furnishings, Homedics, Interactive Health and Golden Technologies, in addition to Natura from Canada.
“We have our own brand,” Elboher said, “but we think it is good to link with international brands. For example, a leading brand like Spring Air can take us a few steps forward in the mattress business.”
Dr. Gav added Natura's pillow line several years ago. “Israelis' favorite Nature pillow is the aloe vera model,” Elboher said. “That has been very successful. We are doing very well with them.” The company has an exclusive for that product in Israel.
The La-Z-Boy offering includes recliners and motion upholstery in leather and fabric. That is a “pretty strong” brand, he said.
Accessories, including pillows, massage cushions and a variety of wellness products, are important revenue drivers for the company.
“In this tough economy,” Elboher said, “everyone is looking for add-ons.”
Dr. Gav has locations in regional malls and strip shopping centers. “That has been our strategy from Day One,” Elboher said. “We believe the commercial activity is in shopping malls and strip shopping centers. Our strategy has been proven to be the right one.”
The retailer devotes about one-third of its floor space to mattresses, another one-third to recliners, and the remainder to pillows, office chairs and other relaxation and therapeutic products.
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