Family Business in Israel: How Relatives Build and Sustain Major Brands
An in-depth look at seven successful Israeli family businesses, exploring how relatives navigate shared enterprises, manage interpersonal dynamics, and balance boardroom decisions with family life.
Working with family is a known taboo in the business world, yet some of Israel's most successful brands are built on these exact dynamics. Behind many familiar companies stand siblings, spouses, parents, and children who share responsibilities, financial stakes, successes, and occasional disputes. We spoke with seven families who turned blood ties into joint business ventures to explore how they divide authority, keep their egos in check, and manage the delicate balance between the boardroom and the Friday night dinner table.
The Shamu Bakery Empire: Sibling Synergy
The Shamu family journey spans from a small bakery in Kiryat Haim filled with the scent of fresh pastries to a nationwide confectionery chain. Eldest son Miki joined his parents right after his military service, eventually becoming the face of the brand. Alongside him, his sister Galit manages the plant, while younger brothers Ofer and Yochai handle finance and general management. Despite frequent shouting matches at work, the siblings make a concerted effort to leave business behind at Friday family dinners, focusing instead on personal lives and mutual support.
"We manage to draw the line. We focus on personal lives and family members rather than turning the meal into a work meeting," says Galit.
Itai Brandes: Scaling Fashion Together
Shoppers in Israeli malls are well-acquainted with the fast-growing casual wear brand Itai Brandes, founded by couple Itai and Yael Arbib. Starting from a single boutique near the Bezalel Market, the brand caught the eye of Fox Group, which acquired a 63% stake valued at roughly 200 million shekels. The couple attributes their rapid growth to clearly defined boundaries and mutual trust, with Yael overseeing womenswear and Itai leading menswear.
Cyvore: Cybersecurity Meets Family Values
Yiftah Rotem, a cybersecurity researcher, frequently fielded anxious security questions from his mother regarding suspicious text messages. Realizing this vulnerability plagued millions of people globally, Yiftah founded Cyvore alongside his brother Yoav and sister Ella. Operating with professional management alongside family ties, the startup has raised millions in funding, proving that sibling collaboration can yield robust technological solutions without sacrificing familial harmony.
Seestarz: Instagram Style to Corporate Success
Founded by Jerusalem-born sisters Alona and Daniela, Seestarz began as an Instagram fashion blog and blossomed into a prominent e-commerce brand. After selling a majority stake to Terminal X, the sisters continue to serve as co-CEOs and creative directors. Their unbreakable bond and distinct division of labor—Alona handling marketing and social media while Daniela masters numbers and operations—have propelled the brand to a valuation of approximately 100 million shekels.
Dr. Fisher Laboratories: Multi-Generational Legacy
For over six decades, Dr. Fisher has been a household name in Israel, synonymous with trusted pharmaceutical and skincare products. Founded by Dr. Eli Fisher and his late wife Deborah, the enterprise is now steered by their daughters, Dr. Nurit Harel and Sigal Bar On, alongside granddaughter Neta. To preserve professional excellence, the family enforces a strict rule: the next generation must work outside the company for two years before earning a place in the family business.
Avivi Kitchens: Crafting Quality Across Generations
Starting from a modest carpentry workshop in south Tel Aviv, Yitzhak Avivi built a kitchen empire that now produces thousands of units annually. Working alongside his wife Zvia, son Yoni, daughter Esti, and son-in-law Roee, Yitzhak maintains ultimate oversight while empowering a professional management team. The family agrees that while boundaries can blur, mutual respect and clearly defined managerial roles ensure long-term stability.
Shani Diamonds: Three Generations of Excellence
Spanning more than 80 years, the Shani family diamond legacy traces back to Moshe Schnitzer, a pioneer of Israel's diamond industry. Today, his son Adv. Shmuel Schnitzer and grandson Shay carry the torch, blending decades of historic expertise with modern branding led by Shay's wife, Adv. Tal Shani. Their story underscores the essence of successful family enterprises: honoring heritage while granting the younger generation the freedom to innovate.
