Is Primark on its way to Israel? Electra Consumer Products is seeking to bring the British-Irish discount fashion chain to Israel, and Max Stock may later join the race to secure the brand. Optimism among Israeli retailers stems from Primark’s first-ever entry into the Middle East: the chain has opened a store in Kuwait and is expected to open its first store in Dubai in the coming months.
Electra Consumer Products said, “We are constantly examining the possibility of bringing international brands.” Max Stock declined to comment.
For many years, Israeli retailers have approached international brands in an effort to obtain franchises for the local market, and Primark has long been considered one of the most coveted names, given its popularity among Israelis abroad. Until now, those efforts have failed due to high shipping and logistics costs. The retailer’s expansion in the Middle East, however, may now pave the way for Primark stores in Israel.
Primark has announced a global expansion plan that includes entering new markets as well as increasing the number of its stores in the United States.
Electra Consumer Products, led by CEO Zvika Schwimmer, currently does not operate in the discount apparel or stock-products segment associated with Primark. The group’s portfolio includes food retail through Carrefour, apparel through the Columbia and Adidas brands, electrical appliance retail and air-conditioning operations.
Primark opened its first store in 1969 in Ireland. Today, the global retailer operates more than 470 stores in 18 countries across Europe, the United States and the Middle East, and employs more than 80,000 people. The chain specializes in a wide range of products, including baby and children’s clothing, women’s and men’s apparel, home goods, footwear, and beauty and personal care products.
This is not the first time Israeli retailers have tried to approach Primark. In the past, Moshe Rosenblum, former CEO of Ofer Malls, said he had contacted Primark and was told the company was focusing its resources on Europe and North America. Yossi Gabison, founder of Hoodies, also attempted to approach the chain before launching Urbanica, which operates on a concept similar to Primark’s, and likewise received a negative response.