Gil Bar-Lev founded HomeRoots combining his passion for furniture, eCommerce, and technology to disrupt the way selling and buying furniture is done with a novel wholesale platform. HomeRoots leverages “community buying power” by uniting sellers of furniture, lighting and home décor and retailers and licensed trade in one place, making the B2B shopping experience in this vertical as easy as the B2C shopping experience. They help sellers and buyers increase profit margin and reduce overhead.
Gil began his career as a software developer and moved quickly into senior leadership for the startup he worked for in the early 2000s. Recognized as a technology innovator, he was invited by multiple software development groups and corporations around Europe to train CTO’s and IT managers for best practices on web development.
He moved to New Jersey in late 2002 and led a major financial project for Toys-R-Us, networking their physical stores around the globe with their headquarters. Witnessing the development of online commerce in real time, Gil was tasked by Toys-R-Us to strategize and lead their technical integration with Amazon.com.

Since his departure from Toys-R-Us, Gil launched other online businesses and consulted with various companies in the wholesale, retail, eCommerce, and logistics verticals. Gil has BSc in Computer Science from HIT Israel, and MBA in Marketing & Finance from Rutgers University News Jersey. He lives with his wife Dafna, 3 children and their dog in New Jersey.