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Benetton to open 1st Tel Aviv store

Italian clothing retailer's franchisers planning to open at least 10 branches in Israel, in addition to flagship store at Dizengoff center

Italian clothing retailer Benetton will open its first flagship store in Israel at Tel Aviv's Dizengoff Center, business daily Calcalist has learned. The store will open on the mall's ground floor near a Bank Hapoalim branch.

 

Benetton's franchisers in Israel, businessmen Dubi Shneidman and Eran Weizer, are interested in opening another store at Tel Aviv's Azrielli Mall, alongside international fashion chains Gap and H&M.

 

The Benetton franchisers are expected to receive the Dizengoff Center store on June 15 and begin renovations. The store stretches over 250 square meters (2,690 square feet) in size and has a gallery measuring another 150 square meters (1,614 square feet).

 

According to estimates, Benetton will pay some NIS 150,000 ($43,370) a month in rent, both due to the store's size and its attractive location. The company is expected to invest some NIS 1.5 million ($430,000) in the store.

 

Weizer and Shneidman are planning to open 10 stores of the Italian fashion brand in Israel, which will measure 200-500 square meters (2,153-5,382 square feet) in size, similar to Benetton's stores worldwide. The stores will include the United Color clothing brand and the Undercolor accessories.

 

Benetton is returning to Israel after leaving the country in the late 1990s following unsuccessful sales – mainly due to its high pricing. This time, the brand's prices will be similar to those of ZARA.

 

Benetton, which was considered an expensive brand in the past, changed its global branding in recent years and is now considered a high-quality basic brand at comfortable prices.

 

In Israel, the brand is expected to compete against the cheap international brands which have been flocking to the Holy Land in recent years, including H&M, American Eagle Outfitters and Forever21, which offer "value for money" products at a lower quality than Benetton.

 

 


פרסום ראשון: 06.05.11, 14:29
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