Mad Rush at Israel's Launch of Polish Clothing Chain 'Reserved'

Overrun by eager Israelis on its opening day, the store had to shut down as customers stormed the checkout counters

Shira Pur
Shira Pur
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The opening of the "Reserved" clothing store branch, Ayalon Mall, August 15, 2018.
The opening of the "Reserved" clothing store branch, Ayalon Mall, August 15, 2018.Credit: Moti Milrod
Shira Pur
Shira Pur

Poland's answer to fashion chains Zara and H&M, the clothing chain "Reserved" opened Wednesday in Israel to a crowd of hundreds of overeager Israelis who waited in line for hours ahead of the launch.

Equipped with folding chairs and picnics, scores of families crammed into Ramat Gan's Ayalon Mall to get into "Reserved"'s first Israeli store. The chain has 468 branches around the world.  

Customers were hoping for a chance to buy cheap clothes, the cost of which is pegged to the Zloty. More than just eyeing bargain jeans, however, people were hoping for a shot at one of the 200 plane tickets to Europe promised to the first 200 customers to make it to the checkout counter with clothing worth over 200 shekels.

The opening of the "Reserved" clothing store in Ramat Gan, August 15, 2018.Credit: Moti Milrod

This prospect caused a rampage, with people pushing and yelling in line as the clock ticked towards the 5 P.M. opening mark.

Within a few minutes of the store opening, the clothing stands were stripped naked. Some of the decorations hung for the occasion, such as black and silver balloons, were taken home as well. After some time, as customers stormed the counters, workers were forced to close them down.