Singer Oudiya Requests Adika Fashion Website to Close on Shabbat Following Relaunch

Israeli singer Oudiya Azoulay has requested that the recently relaunched Adika fashion website remain closed on Shabbat. The updated site, Adika Style, reopened less than two days ago, but visitors on Shabbat encounter a message stating, "Tzadikim, see you Saturday night." Oudiya, who has publicly shared her personal and artistic journey of religious strengthening, is involved in the brand's revival as its spokesperson and contributes to styling, design, and collections. However, the site is not specifically aimed at modest dressers or Shabbat observers, leading to mixed reactions from consumers, with some supporting the move and others threatening to boycott. Additionally, there are complaints that ticket sales platforms still allow purchases for Oudiya's concerts on Shabbat.

Adika was originally founded in January 2012 by Adi Ronen and Dedi Schwarczberg and became a leading online fashion retailer in Israel, blending original designs and imported accessories. In January 2015, Golf Group acquired a 75% stake in Adika for about 40 million shekels and fully merged it into the group by 2022. Golf Group also expanded Adika internationally and opened physical stores. However, by late 2023, Golf Group decided to cease the brand's operations, closing the website and stores permanently in April 2024. Golf Group is publicly traded on the Tel Aviv Stock Exchange, with Len Blavatnik's Clal Industries holding a 52.6% controlling stake and Steimatzky Group owning 15.5%. The remaining shares are held by institutional investors and the public.