Lee launches first store in Israel
Some $200,000 invested in Tel Aviv store, which is sixth branch opened by fashion brand in Europe
Some $200,000 were invested in the Tel Aviv store, which is the sixth branch opened by the brand in Europe after its stores in London, Paris, Milan, Berlin and Antwerp.
In the past two years, Lee has turned from a jeans brand into a broad fashion brand with four different clothing collections per season, as well as bags and accessories.
The brand has so far been marketed in more than 150 sales points across Israel, in the Hamashbir Lazarchan chain and in various stores and boutiques.
According to Doron Mahlev, CEO of VF Israel, Lee's importer in Israel, "This is a new strategic move led by the company in Europe, in a bid to continue to position Lee as a leading fashion and jeans brand.
"In recent years, the brand has flourished again and is today one of the five leading jeans brands in Europe and the best sold in the entire world. The public demand, alongside the sharp rise in sales, led to this necessary move."
Lee Jeans was founded in 1889 in Kansas, Texas, by Henry David Lee, who turned the brand into one of the most successful denim companies in the 20th century. Today the brand is sold worldwide.
