PARFOIS, the international fashion and accessories brand operated in Israel by City Time Israel, is expanding with a new store at Ofer Grand Mall in Petah Tikva and a relocated branch at Azrieli Tel Aviv, the company said in a recent statement. The two projects, backed by a combined investment of about NIS 2 million, are part of the group’s continued rollout despite the current security situation, according to the company.
The Tel Aviv store spans about 180 square meters, while the Petah Tikva branch covers roughly 150 square meters. Both were designed under PARFOIS’s updated international concept, with a stronger emphasis on apparel alongside accessories and jewelry.
Continuing the rollout
Yoni Katsen, vice president of business development at City Time Group, said the openings are part of a broader expansion and refurbishment plan for the brand in Israel. He said the group intends to keep adding new branches while upgrading existing stores to match PARFOIS’s international format.
The company said the new stores will offer jewelry collections alongside fashion items, accessories, footwear, and additional lifestyle products across a broad price range. City Time Israel, a company that also imports and markets Pandora and Furla in Israel, stated that the updated concept aims to offer a more comprehensive fashion mix in a single location.
For PARFOIS, the latest openings extend a strategy that combines new locations with renovations of existing branches in line with the brand’s global design standard. The company said the current expansion round is meant to bring its Israeli network into closer alignment with the international concept used abroad.