The Children’s Place to Open Stores in Israel

Fox fashion group signs franchise contract with the U.S. fashion brand; first stores to open by Passover.

The Children’s Place, the largest pure-play children’s specialty retailer in North America, will be opening stores across Israel, the company announced on Sunday after it signed an agreement with the local Fox fashion group.

Fox fashion group, managed by its controlling shareholder Harel Wizel, signed an exclusive ten-year franchise contract with the children’s fashion brand. The group plans to open the first stores by March 2014, ahead of Passover.

The Children’s Place is considered the largest children’s fashion chain in North America, with roughly 1,100 outlets. It designs, manufactures and distributes clothing, accessories and shoes for babies and children up to age 10.

In the first stage, Fox plans to open six to 10 stores at an investment of about NIS 20 million.

The Children’s Place entered the international market in 2012. As of May 2013, it had 20 stores in the Middle East run by franchisees, and plans to expand to more countries.

In 2012 Its sales totaled at about $8.1 billion.

This is the second American brand that Wizel has imported to Israel within two years. In early 2012, Fox began marketing the American Eagle brand in Israel. The brand was successful, enabling Fox to outstrip the competing chains Castro and Golf. In late 2012, American Eagle had 18 branches in Israel. By 2015 it plans to have 33.

Competition in children’s fashion has become keener over the past several years. This is partly because of the entry of players such as H&M, Golf Kids and Castro, and partly due to the increased popularity of discount clothing chains resulting from the high cost of living in Israel. 

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