Who Are We

Our history

Florma was founded in 1938 by Avraham (Yontchi) Florenthal, who came to Israel with a Zionist vision and opened a small shop in south Tel Aviv. The company traded in chemicals and dyes for the industries of the day.

When the Second World War ended, industry in the country grew quickly and Florma grew with it. Imports came mainly from Europe, and those long-standing ties with the world's leading manufacturers are the ground the company's relationships still stand on today.

A generation later his son, Eli Florenthal, joined the company and changed its course: from selling small packaging, Florma grew into a leader in its field, with a specialisation in colour matching, distinctive capabilities and more than eighty-five years of accumulated knowledge. Eli bought the company's first high-energy powder mixer in the 1980s; since then Florma has developed thousands of shades and dozens of product ranges for every branch of industry.

Today Florma is run by the third generation, Efrat Florenthal More and Daniel Florenthal, with an uncompromising commitment to quality, excellence and service.

The team

Eli Florenthal – President and owner – Email

Efrat Florenthal More – Co CEO – Email

Daniel Florenthal – Co CEO – Email

Iris Admoni – Logistics & Supply Chain Manager – Email

Sarit Asif Barda – Suppliers & Costumer Relations Manager – Email

Sigal Meir – QC & Administration –mailto:qc@florma.coEmail

Sigalit Levi – Accounting Manager – Email

Ido Rabina – Sales Chem Division, Paint & Coating – Email

Robi Feldman – Sales Plastics Division –mailto:robi@florma.coEmail

Dror Maoz – Technical Service Manager – Email

Zuriel Hen – Technical Service – Email

Galit Karni Itai – Import Coordinator – Email

Ronit Shmuel – Laboratory & Quality Assurance – Email

Moran Spier – R&D & Technology – Email

Marwan Baransi – Warehouse & Production Manager – Email

Einat Ballas Misgav – Sales & Customers Service Manager – Email