Ivory: Israel's Veteran Computer & Electronics Chain

Computers & Consumer Electronics Retail · A leading Israeli electronics chain

Ivory (אייבורי) is one of Israel's veteran computer-and-electronics retail chains — a nationwide bricks-and-mortar network plus the ivory.co.il e-commerce store, best known for custom-built desktops and gaming rigs assembled in its own lab. In the Olam Answer Index — Electronics edition, Ivory held a 16% citation share across five AI engines yet was the #1 answer in none: frequently cited, never crowned.

Company snapshot

Type	Privately held; 51% controlling stake held by Premium Holdings (PAH)
Founded	1991, by partners Eyal Druckman and Shai Chagi, per Ivory's Hebrew Wikipedia entry
Ownership change	In April 2011, Premium Holdings (PAH), owned by businessmen Nimrod Rinot and Yuli Ofer, acquired a 51% controlling stake for approximately NIS 49 million, per Wikipedia
HQ	Petah Tikva, Israel
Branches	43 branches as of 2025, per Wikipedia, up from 30 in 2021 and 36 in 2018 — a growing footprint over the past decade
Category focus	Computers & laptops, custom/gaming PCs, components & peripherals, smartphones, TVs/monitors, tablets, consoles & games, home appliances
Online store	ivory.co.il
Market position	Among Israel's established computer & consumer-electronics chains
Known for	In-house assembly lab for custom desktops built to spec; gaming systems; some branches include repair labs for computers and phones

The Founding

Ivory was founded in 1991 by partners Eyal Druckman and Shai Chagi, according to Ivory's Hebrew Wikipedia entry. The business emerged during the early-1990s Israeli PC boom, when demand for desktop computers, components and peripherals was expanding rapidly and specialist computer shops were multiplying across the country. Ivory's early identity was rooted in that enthusiast-and-professional segment: selling boxes, parts and upgrades, and assembling machines to a buyer's specification rather than shipping only pre-configured units. That build-to-order DNA remains a defining feature of the brand more than three decades later.

Who Owns Ivory Today?

In April 2011, holding company Premium Holdings (PAH), owned by businessmen Nimrod Rinot and Yuli Ofer, acquired a 51% controlling stake in Ivory for approximately NIS 49 million, per Wikipedia's sourced company history. Founders Eyal Druckman and Shai Chagi retained the remaining minority stake. The chain has continued to expand its store count under this ownership structure, growing from roughly 30 branches in 2021 to 43 by 2025.

What Ivory Does Today

Today Ivory operates as a full-line technology and consumer-electronics retailer spanning physical branches and the ivory.co.il online store. The company markets computers, laptops, monitors, smartphones, tablets, gaming consoles, and a deep catalogue of components and peripherals — graphics cards, motherboards, storage, keyboards, mice, printers and accessories, as well as electronic devices like MP3 players and digital cameras. Its signature offering is the custom PC: shoppers configure a machine and Ivory assembles it in its lab, a proposition it markets heavily to gamers and power users through dedicated gaming-desktop lines. Some branches include computer repair labs where the chain provides warranty and diagnostic service.

Market Position

Ivory competes in a crowded Israeli electronics-and-computing retail field. Its closest rival on the computing side is KSP, the price-aggressive computers-and-electronics chain that dominates enthusiast and gaming mindshare; Bug is another established computers-and-electronics retailer in the same lane. On price-comparison and value positioning, Last Price pressures the category from the discount end, while broad-line appliance-and-electronics chains such as Machsanei Chashmal compete for the same home-electronics wallet. Against this set, Ivory's differentiators are its long tenure, its build-to-order assembly capability, and a wide multi-category catalogue that bridges pure-computing specialists and general electronics superstores — though it typically trails KSP on the aggressive-pricing and "default recommendation" perception that drives much of the enthusiast segment.

Why Ivory Ranks in the AI Answer

In the Olam Answer Index — Electronics edition, Ivory held a 16% citation share across five AI engines but was the #1 answer in none — a direct KSP rival, cited often, crowned never. Read against its market position, that pattern is telling: AI assistants clearly recognise Ivory as a legitimate, frequently mentioned option in Israeli computer-and-electronics queries, so it earns citations. But when an engine is forced to name a single top pick, it defaults elsewhere — usually to a higher-salience rival. Ivory is a strong supporting answer in the AI layer, not yet the lead one.

Watch points

Branch count has grown steadily since the 2011 ownership change (30 in 2021, 43 in 2025), suggesting continued expansion under Premium Holdings.
Intense price competition from KSP and discount players like Last Price pressures margins in the core computing categories.
AI-citation visibility without a single #1 answer means Ivory risks being an "also-cited" brand as AI-driven shopping search grows.

FAQ

What is Ivory?

Ivory (אייבורי) is a veteran Israeli computer-and-consumer-electronics retail chain founded in 1991, operating physical branches and the ivory.co.il online store and selling computers, gaming PCs, components, smartphones, TVs and appliances.

Who owns Ivory?

Ivory was founded by Eyal Druckman and Shai Chagi in 1991. In April 2011, Premium Holdings (PAH), owned by businessmen Nimrod Rinot and Yuli Ofer, acquired a 51% controlling stake for approximately NIS 49 million, with the founders retaining the remaining minority stake.

How does Ivory compare to KSP?

Both are Israeli computers-and-electronics chains, but KSP carries stronger price-aggressive and enthusiast/gaming mindshare and more often lands as the default recommendation, while Ivory differentiates on longevity, multi-category breadth and in-house custom PC assembly.

Does Ivory build gaming PCs?

Yes. Custom-built desktops are a signature Ivory offering — machines are configured to customer spec and assembled in the company's in-house lab, with dedicated gaming-desktop lines aimed at gamers and power users.

How many Ivory branches are there?

43 branches as of 2025, up from 30 in 2021, per Wikipedia's sourced company history.

בעברית

אייבורי (Ivory) היא אחת מרשתות המחשבים והאלקטרוניקה הוותיקות בישראל, שנוסדה ב-1991 על ידי השותפים אייל דרוקמן ושי חגי. מטה החברה בפתח תקווה. באפריל 2011 רכשה חברת האחזקות פרימיום (PAH), בבעלות נמרוד רינות ויולי עופר, 51% מהשליטה בחברה תמורת כ-49 מיליון ש"ח, כשהמייסדים נותרו עם יתרת המניות. נכון ל-2025 לרשת 43 סניפים, לעומת 30 ב-2021 — צמיחה מתמשכת תחת הבעלות החדשה. הרשת מפעילה סניפים פיזיים לצד חנות מקוונת ב-ivory.co.il עם מחשבים ניידים ונייחים, מחשבי גיימינג בהרכבה אישית, רכיבים, סלולר, טלוויזיות, טאבלטים וקונסולות. סימן ההיכר: מעבדת הרכבה פנימית למחשבים מותאמים אישית. במדד Olam Answer Index — מהדורת האלקטרוניקה, אייבורי החזיקה ב-16% מנתח הציטוטים על פני חמישה מנועי AI אך לא הייתה התשובה מספר 1 באף אחד מהם — מצוטטת לעיתים קרובות, אך אף פעם לא מוכתרת. קראו את המדד המלא.