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Company profile


"A.P.I Churi Distribution Ltd." Was established in 1978 by Asher and Izthak Churi.
The company is considered today as a leader in its territory and provides marketing and distribution of Cosmetics, perfumes ,toiletry and homecare products all over the country.


The foundation of the company from its early years is the perfumeries chain known as "beauty store".
these stores are located in Tel Aviv and enjoy a well known reputation, experience and long time relationship with the leading suppliers in the Israeli market.

During the years our distribution system has evolved and now a day operates from its innovative and developed logistic center in Yavne. we distribute and marketing a variety of cosmetic products, toiletry, perfumes and cleaning products across Israel.

Our main goal is innovating and we invest a lot in developing new products and improving our services.
we are very proud of our private label brands. Our guideline is to provide quality in a decent price. our products are manufactured by the best manufacturers available.

Best – toiletry products
Classic – make up and toiletry products
Extra – home care and cleaning products
La sera –high quality Italian make up brand and skin care
Sun&care – sun screen and tanning oil series


We have more than 4,000 customers including :Pharmacies, Perfumeries, Department stores, mini-markets, groceries stores etc.

In addition "A.P.I Churi Distribution Ltd." Provides its services to the leading Chain Stores such as: Ko-Op, SuperSol, H&O ,H’mashbir La Ztarchan and New Pharm.

Our customers enjoy our personal, reliable, professional and instant services, under our obligation to provide the merchandise in the shortest time (up to 72hrs.).

Our services enable our customers to save time and resources in making a comprehensive purchase from one source, even if the quantities are small.

Here are some of the well known suppliers of Cosmetics, Toiletry and Perfumes that enjoy "A.P.I Churi Distributions Ltd." services:


P&G – (Always, Panten, H&S, Ariel)
Unilever – (Dove, Lux..)
L'Oreal - (Excellence, Elvive, Plenitude)
Agis – (Softcare,10 Hair care, Skin guard, Natural Formula, Neca 7 etc.)
Reckitt Benckizer – (Haze, Aqua Fresh, Colon)
Neo Farm – Liginia (hygiene products)
Dead Sea Laboratories – AHAVA products
Henkel – (Persil, Hawai, Fa)

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