Three years after the international fashion chain Forever 21 liquidated its business in Israel - it returns

Three years after the international fashion chain Forever 21 liquidated its business in Israel - it returns to Israel. The Azrieli Group and MGS, which is owned by Gideon Molyub and owns the Mega Sport chain, have received the network's exclusive franchise for the ONE PROJECT BY AZRIELI online shopping site run by Ella Moliov and Dor Tennenbaum.
After about a year, a physical store will also open. Under the franchise agreement, the groups undertook to open 15 regular branches of the brand over the next five years. The price range of the products ranges from NIS 9 to NIS 169.
The chain first landed in Israel in 2011 from the United States, and offered troublesome fashion for young women with a rich variety and cheap prices. The first store opened in the Azrieli Mall in Tel Aviv, and included two floors.
The chain, originally founded by a couple of South Korean immigrants, was initially a huge success and opened six more branches without a local franchisee. Subsequently, the international chain went through a financial crisis, and in 2019 filed for bankruptcy from which it survived only after it was acquired from the receiver by a brand and mall management company called ABG. Today the chain is growing again and has 700 branches worldwide.
The brand offers clothing, footwear and accessories, an oversized department, a girls' department and, for the first time, a living room with home decor accessories.
Ella Moliov, the site's CEO who also recently received a franchise for the Swedish fashion chain NA_KD, said in response: “I am excited to bring FOREVER21 back to Israel! We believe in the trendy brand, the prices will be similar abroad.