Benetton’s previous foray to Israel failed over a dispute with the franchisee at the time.
By MICHAL RAZ-CHAIMOVITCHBenetton 311(photo credit: Naor Arami)
Benetton has returned to in Israel after 10 years. The first store opened at Dizengoff Center in Tel Aviv on Sunday. The franchise is held by Dov Shneidman and Eran Weizer, who invested an estimated at NIS 5 million to bring the fashion chain back to Israel.Shneidman is the Israeli franchisee for Nike Inc., and Weizer is the franchisee for fashion chain Domo.
Benetton chairman Luciano Benetton was behind the company’s reentry to Israel, Weizer told Globes. “Company representatives visited Israel and examined malls and potential franchisees with the clear intention of entering the Israeli market,” he said.Benetton’s previous foray to Israel failed over a dispute with the franchisee at the time.Benetton plans to open 15 stores in Israel. A store is due to open in Rishon Lezion’s Kanyon Hazahav in October, to be followed by new ones in Netanya’s Ir Hayamim Mall and Beersheba’s New Grand Kanyon.
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