If your wallet/purse just shrieked with joy, it might be down to the news that Italian clothing legend Benetton is about to set foot once again in the Holy Land with a new flagship store in Tel Aviv’s Dizengoff Center.
Benetton is believed to be investing NIS 1.5 million ($430,000) in the Dizengoff store. Plans are to keep Israelis and tourists awash with Benetton goodies with ten stores in total. Each store is expected to mirror Benetton stores throughout Europe, with the United Colors of Benetton and Undercolor bra
nds.
For those of us who remember, Benetton were here in the 1990s but screwed up price-wise. Meaning they overcharged an ever-consumer price savvy Israeli public…
That expensive branding has now gone and Benetton is expected to compete with other lower-priced brands such as H&M and Forever21.
And talking of H&M, the Swedish retailers are planning to open their first store in southern Israel in 2013, in a new shopping mall in Beersheba, capital of the Negev region. H&M has proven very successful ever since landing in Tel Aviv just over a year ago (remember the H&M tsunami?), with additional stores in Jerusalem, Haifa, Kfar Saba, Petah Tikva and Netanya.
Guys, all we can say is make sure there’s a bar nearby…