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Micro-fulfillment, macro impact

By powering every retailer to get closer to their consumers during this rapidly evolving digital age, Fabric is reweaving the urban fabric of cities. We’re deeply attuned to the needs of our retail partners, and we know that your priority is making sure that your customers are always delighted with their purchase.

We’re reshaping the industry so that retailers can meet their customers’ demands for fast fulfillment, at profitable unit economics, at scale. We’re working to bring businesses closer to their customers, embedding fulfillment centers in cities to weave a new urban landscape.

We’ve raised $136 million to date, making us the best-funded player in the industry, and there’s still a lot of work ahead of us. Here’s to getting closer to expand your reach.

Executive Team

Elram Goren

Co-founder & CEO

Elram Goren is CEO and co-founder of Fabric. He has led the company from its inception in 2015 through its first deployments and now is at the helm of its rapidly scaling operations.

Before co-founding Fabric, Elram served as a Major in the Israeli Defense Forces managing R&D teams and multidisciplinary operations in the Intelligence Technology Unit. He is a graduate of the elite Psagot Excellence Program.

Elram holds a Bachelor of Science in Physics and Electrical Engineering from the Technion-Israel Institute of Technology and an MBA from Tel Aviv University.

Ori Avraham

Co-founder & CTO

Ori co-founded Fabric in 2015 and leads the design and development of Fabric's micro-fulfillment platform.

Before co-founding CommonSense, Ori served as a Major in the Israeli Air Force. As a Senior Project Manager and Head of Section, Ori specialized in operations research and optimizations of complex combat scenarios, for which he received the Air Force Commander Distinction Award. He is a graduate of the prestigious Talpiot Program.

Ori holds a Bachelor of Science in Physics and Mathematics from the Hebrew University and an MBA from Tel Aviv University.

Shay Cohen

Co-founder & VP Engineering

Shay is a co-founder of Fabric and leads all hardware, manufacturing, and deployment activities.

Before co-founding Fabric, Shay served as a Lieutenant Colonel in the Intelligence Technology Unit of the Israel Defense Forces where he managed hundreds of experts. Shay has led the development of multidisciplinary systems and complex projects, for which he received the prestigious Israel Defense prize.

Shay holds a Bachelor of Science in Mechanical Engineering from Ben Gurion University, a Master of Science in Biomechanics from Delaware University, and an MBA from the Tel Aviv University.

Patrick Davis


Patrick Davis oversees Fabric’s financial operations and strategy.

Patrick has over 20 years of technology leadership experience, including 15 years of experience in subscription-based industries and infrastructure-as-a-service. He is leveraging his vast experience in cloud computing to lead the financial optimization of the company’s private and public network of micro-fulfillment centers.

Patrick holds a Bachelor of Science in Business and Accounting from the University of Oregon and an MBA from the University of California, Berkeley.

Steve Hornyak


Steve oversees Fabric's global sales, marketing, business development, and customer success business functions.

Steve has worked in the retail technology, software, and SaaS business sectors for the past 30 years, including executive and senior management positions at PriceWaterhouseCoopers, Oracle, SQL Financials, Clarus, Brickstream (Nomi), Trax Image Recognition, and Symphony RetailAI. He has also actively participated in, prepared for, and executed two IPOs raising over $300M in the public market.

Steve holds a Bachelor of Science in Engineering and an MBA from Virginia Polytechnic Institute and State University.

Avi (Jack) Jacoby


Jack joined Fabric in 2018 and leads the company's scale readiness, work and resources planning and internal operations.

Before joining Fabric, Jack was EVP Global Human Resources for Stratasys, the global leader in 3D-printing solutions. Prior to that, Jack was COO of Better Place. Jack is a retired Brigadier General and served in the Israeli Air Force for 30 years.

Jack holds a Bachelor of Architecture from the Technion and a Master of Arts in Security and Diplomacy from Tel Aviv University.

Shiri Mosenzon-Erez

VP Product

Shiri has led Fabric's product development efforts from its early proof-of-concept phase all the way through the launch, ramp-up, and scaling of our commercial micro-fulfillment centers.

Shiri has significant retail operations and consulting experience, having worked at Tesco for more than six years and launching several state-of-the-art fulfillment centers. Prior to her work as Head of Fulfillment Development, Shiri managed a Tesco superstore and a team of 170 people. She was named the Top New Talent Award by The Grocer in 2013.

Shiri holds a Bachelor of Arts in Business and IT from the College of Management Academic Studies and an MBA from INSEAD.

Brad Bell

VP Sales

Brad oversees Fabric's sales and business development in the Americas.

Brad has over 20 years of experience in retail and CPG supply chain planning and optimization. He has business development, sales, and sales management experience, having worked at i2 Technologies, Blue Yonder, o9 Solutions, and most recently Symphony Retail AI.

Brad holds a Bachelor of Business Administration from The Rawls School of Business at Texas Tech University.

Avital Sterngold

General Manager, Israel

Avital joined Fabric in 2017 and leads all of Fabric's commercial and operational activities in Israel.

Avital has over 10 years of experience running complex operations in and out of Fabric. She led and built the operation from ground up for Juno, a ride-sharing app that has since been acquired by Gett, and ran the New York operation for Instacart. She also spent over four years as a Project Leader at the Boston Consulting Group where she focused on customer excellence and operations for Fortune 100 companies.

Avital holds a Bachelor of Arts in Politics, Philosophy, and Economics from the Hebrew University and an MBA from Harvard Business School.

Eran Druker

VP Finance

Eran leads Fabric’s finance and IT operations.

With more than 20 years of executive experience, Eran has led the financial operations of several international companies and has been involved in several initial public offerings and acquisitions. He has also provided professional services at Deloitte and EY.

Eran is a Certified Public Accountant and holds a Bachelor of Arts in Economics and Accounting from the Hebrew University of Jerusalem and an MBA from Tel Aviv University.

Inbal Kedar-Lahav

VP People

Inbal Kedar-Lahav leads Fabric's people-related operations while enabling the growth and development of the organization, its people, and its culture.

Inbal brings over 15 years of HR leadership experience in various companies, from startups to large corporations, all global and diverse. Her main focus has always been to create true business value through constant learning and development of companies as they evolve. Her strong professional background and true passion for people  allow her to leverage her skills as the company moves quickly. 

Inbal holds a Bachelor of Arts in Behavioral Sciences from Ben Gurion University and a Master of Arts in Labor Studies from Tel Aviv University. 

Asaf Kotzer

VP Software

Asaf Kotzer leads Fabric's software team, overseeing all software-led aspects of Fabric's micro-fulfillment solution.

Asaf has over 15 years of experience in tech, including 10 years of experience in SaaS and cloud technologies. Prior to joining Fabric, Asaf led agile teams in multiple startups in Tel Aviv and, following the acquisition of Soluto, served as VP of Engineering at Asurion.

Asaf holds a Bachelor of Science in Computer Science and Cognitive Science from the Hebrew University in Jerusalem.

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