Maurice Mizrahi is president of Mizco International, and oversees the re-fuel and DigiPower brands.
Mizco was born out of the bustling retail scene in the 1960s when the Maurice and his brothers, Sam, Albert, Isaac, and Joe, who run the company today, spent summers and weekend workingin their uncles’ stores in Times Square, ‘when 42nd Street was still 42nd Street, the center of the retail universe’.
As the brothers got older, they caught the family retailing bug and began their own retail chain, Brothers Camera in 1978, a successful New York-based speciality chain for the photo industry. In 1987, the brothers moved into the wholesale business and started Mizco International as a wholesale source for photo accessories. Two years later, they went to CES and discovered the cellular business, the very beginning of the wireless world.
More than 25 years later, Mizco has established several successful CE accessory brands under their roof, including DigiPower, iEssentials, Ecko audio accessories and Travelocity CE accessories. They are currently introducing their two newest brands to the CE industry — re-fuel and Tough Tested. The multi-brand strategy is the company’s secret sauce – especially for supplying retailers with multiple brands geared to multiple markets and demographics.