Fabric: The Israeli Startup Reinventing Urban Delivery

Warehouse

Imagine a fully automated distribution center… inside an underground parking lot in the heart of Tel Aviv. This isn’t science fiction — it’s Fabric, the Israeli startup that’s redefining urban logistics. Fabric, formerly known as CommonSense Robotics, was founded in 2015 in Tel Aviv by Ori Avraham and Shay Cohen. These Israeli entrepreneurs joined forces to revolutionize city logistics by developing automated micro-fulfillment centers, enabling retailers to deliver quickly and efficiently to customers in dense urban areas. In 2019, the company rebranded as Fabric — a name that reflects its vision of becoming the essential infrastructure of urban e-commerce.

Fabric’s innovation goes beyond technology: it’s a whole new way of rethinking urban space. Mobile robots, advanced storage systems, and intelligent algorithms work seamlessly inside micro-fulfillment centers, turning every square meter into a hyper-efficient processing hub. The result? Online orders fulfilled at record speed — sometimes in under an hour — even in the busiest city neighborhoods.

Israeli retailers quickly saw the potential. Super-Pharm, the nationwide pharmacy chain, and Rami Levy, a leading supermarket brand, were among the first to adopt the system. For them, Fabric delivers on its promise: faster, better service, with reduced costs and a smaller carbon footprint. For customers, it means the end of endless waiting.

But Fabric’s ambitions extend far beyond Israel. Building on its local success and major fundraising rounds, the startup has expanded to the United States, opening offices in New York and planning new micro-centers in several major cities. Its goal? To reinvent urban delivery worldwide with flexible, modular solutions tailored to the constraints of each city.

In a world where speed and efficiency have become non-negotiable for e-commerce, Fabric proves that technology, innovation, and sustainability can go hand in hand. And above all, it shows that with a bit of creativity, even an underground parking lot can become the beating heart of a logistics revolution.

Caroline Haïat