Fox Group announced plans to open three new stores at Rishon Lezion's Golden Mall as part of a broader expansion at the shopping center's new NIS 100 million Platinum Floor.
The Israeli retail group will open stores for Flying Tiger Copenhagen, baby and children's brand Minene, and Israeli fashion label Itay Brands.
The three stores will join other brands on the new floor, including Victoria's Secret, adidas, Toys"R"Us, Shoofra, Parfois, Factory Candles and SOHO.
Fox expands major brands at Golden Mall
Fox Group is also expanding and upgrading thousands of square meters of existing retail space in the mall, including new or enlarged flagship stores for FOX, Mango, American Eagle & Aerie and Shilav. A new FOX HOME store is also planned.
The expansion adds to Fox Group's already substantial presence in Israel's retail market. The group operates a portfolio of local and international brands that includes FOX, Mango, American Eagle, Nike, Foot Locker, Flying Tiger Copenhagen, Minene and Itay Brands.
Fox acquired a 51% stake in Itay Brands in 2025. The Israeli fashion label was founded in 2020 by Itai and Yael Arbiv and initially operated online before expanding into physical stores.
"Our expanded presence at Golden Mall is a natural continuation of our long-standing partnership with the mall," Fox Group CEO Harel Wiesel said.
Wiesel said the new stores and expansion of existing brands were intended to broaden the range of shopping options available at the mall.
NIS 100m Platinum Floor adds 30 stores
The Platinum Floor spans approximately 12,000 square meters and is expected to include 30 stores, including international brands and large-format flagship locations.
It will also include a roughly 1,800-square-meter area containing 12 designed retail kiosks.
The new floor represents an investment of approximately NIS 100 million and forms part of a broader renovation of Golden Mall, which has also included changes to its facades and other retail areas.
The mall has been undergoing a significant ownership change alongside the renovation. Migdal completed its acquisition of the Gindi family's remaining 25% stake in Golden Mall this summer, giving the insurance and financial group full ownership of the Rishon Lezion shopping center.
Tal Gindi, who represented the Gindi family's ownership and played a central role in the mall's redevelopment, said the addition of the three Fox Group brands was another step in the expansion of the Platinum Floor.
The new level comes as Israelis continue to favor physical shopping centers despite the growth of online retail. A survey reported by The Jerusalem Post in June found that 45% of Israelis shop at malls, compared with 18% who shop on international websites.