Itzik Gabay, co‑founder of OIG Marketing and Distribution, is not just another entrepreneur who spotted an opportunity. He is a living example of how conviction, persistence, and business integrity turn vision into reality. Together with his brother Ofer, he started years ago with one old car and endless drives from store to store, driven by a genuine desire to change how Israelis experience products in their homes.
Today, OIG is one of Israel’s leading marketing and distribution companies. The company has more than 55 employees, represents international brands, operates a service and training center in Modi’in, and has a loyal, growing community of customers. The company has become synonymous with reliable service and a personal touch. Its belief is simple: service is not an add‑on to the product; it is an inseparable part of it.
In the following interview, Gabay talks about the long road from the field to the top, the vision behind the company, the differences between official and parallel import, and the next step for OIG: from domestic leadership to international expansion.
- Tell us a bit about yourself: who is Itzik Gabay, and how was OIG Marketing and Distribution founded?
It really started very simply. Two young brothers after the army, Ofer and me, with a small dream and a strong drive to succeed. We had no offices and no team, just one old car and a lot of determination. We drove from store to store all over the country, presented the products ourselves, spoke with business owners and with customers, and believed that every small connection we made would be the foundation for the future. Slowly, our small business began to grow.
Looking back today, we have more than 55 employees, international brands, and a nationwide marketing and distribution operation. The heart of the company, though, is exactly the same as it was on day one.
OIG was born from a genuine desire to change the way people experience products at home. Time and again I saw how the Israeli consumer seeks quality, service, and accountability, and does not always receive them. I wanted to offer a different experience, one that respects the customer, gives them confidence, and shows that there are people behind the product who truly care. That is the story of OIG: family spirit, belief in the path, and a great love for what we do.
- What stands behind OIG’s vision, and what sets you apart in Israel’s marketing and distribution world?
At OIG we do not talk only about selling products. We talk about building trust-based relationships. We believe that today’s consumer is not looking only for a good product, but for a complete experience that blends quality , reliability, and a personal touch that feels like home.
Every customer who comes to us becomes part of the family. From the moment they are first exposed to our brands, we walk with them, explain, advise, and listen. At the point of purchase they receive a detailed explanation of every element, because in our view every purchase should be a confident decision. Then comes the part we love most: the ongoing relationship afterward. We do not disappear after the sale; quite the opposite.
The customer knows there is always someone to turn to, whether it is technical support, an invitation to a workshop at our Modi’in center, additional product training, a quick repair in the lab, or even an upgrade to a new model. All of this flows from one simple approach: we are here for the entire journey. We believe in consistency, because only consistency creates real trust. When a customer feels known and heard, and knows they are not just another number, they stay with you for years.
This is why OIG has grown from a distribution company into a brand that is felt in households across Israel. It is a brand that is present, tangible, and close to people.
- Which brands do you import and market today, and what do they have in common?
We are proud to bring Israeli consumers six leading brands, each delivering real value: DAVO, NOVO, Tineco, Hurom, Ritter, and Ankarsrum.
- DAVO: our flagship, an Israeli‑developed brand with European technology. The line includes high‑quality kitchen products such as stand mixers, toasters, blenders, kettles, and food processors.
- NOVO: a design‑forward and accessible brand that focuses on high quality and clean aesthetics at a fair price.
- Tineco: a pioneering international brand in smart cleaning, with products that vacuum, wash, and dry at the press of a button.
- Hurom: a leading Korean brand for cold‑press juicers that blend health, design, and quality.
- Ritter: a veteran German brand known for precise engineering and long‑lasting products.
- Ankarsrum: a legendary Swedish brand with nearly a century of experience, renowned for powerful professional stand mixers.
What unites these brands is uncompromising quality, reliability, and innovation, guided by a simple principle: the consumer’s needs are at the center.
OIG does not only import products. It creates a complete experience under one roof. In Modi’in we built a unique showroom that hosts baking and cooking workshops with the company’s pastry chef, so both consumers and professional chefs can try the products in real time. Alongside the showroom operates an advanced service lab staffed by certified technicians, delivering very fast repairs in as little as two hours. The customer gets everything in one place: experience, training, service, and warranty.
- Tineco is considered a global leader in smart cleaning. What makes it so desirable and unique?
Tineco is not just a vacuum. It transforms the entire cleaning experience. The advanced technology in Tineco products identifies the type of dirt, adjusts power accordingly, and combines vacuuming, washing, and drying in the same pass.
The moment people try Tineco, they understand there is no real comparison with competing brands.
Tineco’s success in Israel comes not only from the technology, but also from the way we accompany the customer. We provide full service, a real warranty, and high availability. That is the confidence modern consumers are looking for.
- What is the difference between an official importer and a parallel importer, and what does it mean for the consumer?
An official importer is the manufacturer’s direct partner. We work with the manufacturer end to end. Our service center supports customers before purchase to ensure the right model for their needs, runs trainings and workshops, supplies original accessories and parts, and performs repairs.
The result is a certified, safe, and reliable product, backed by real long‑term service.
Parallel import relies on non‑official sources. Sometimes it involves older models or versions not adapted to the Israeli market. To the consumer it may look like the same product, but the difference is huge in warranty, quality, and after‑sales service. When you buy from an official importer, you know you have a real address and peace of mind.
- What practical gaps exist between a product from official import and one from parallel import?
The differences in warranty, service, and safety are significant.
- Service: our Modi’in lab is run by certified technicians with access to all original parts.
- Safety: every product we import undergoes testing and approval by the Standards Institute of Israel.
- Warranty: we commit to a stock of parts and to service for years ahead.
- Updates: only products that arrive through us receive firmware updates and adaptations for the local market.
With parallel import a consumer might save a bit at checkout, but once a problem arises the implications become clear. People can find themselves without real support, even if there is nominal warranty on paper. That is highly consequential. We believe service and warranty are not extras. They are part of the product itself.
- Where is the company heading in the coming years? What are OIG’s next goals and directions?
We see OIG continuing to lead the home and kitchen category in Israel. In parallel, we aim to export our Israeli brand, which we are very proud of, to other countries worldwide.
In the near future we will expand into international markets and work with distributors in Europe and the United States to increase the presence of the Israeli DAVO brand outside Israel. Our vision is for OIG to become a recognized name internationally, an Israeli company that brings innovation and delivers a high standard of service and reliability.
A final message
OIG believes in connecting people. We believe in truly listening to consumers, and I always welcome feedback and ideas for improvement. In my view, that is the secret of our success.
This article was written in cooperation with OIG Marketing and Distribution