Razili Fashion Chain Closes Online Store Amid Brand Identity Shift
The Israeli fashion chain Razili has announced the closure of its online store, scheduled for early October, marking a significant shift for the brand that once championed local designers. This follows the recent shuttering of its last physical branch at the Ramat Aviv Mall and a previous announcement in August that the company would transition to online-only operations.
Razili's online platform is reportedly no longer selling the designer apparel that defined the brand. Instead, it has become a marketplace featuring international brands, many of which are owned by Inter Jeans Group, the parent company of Razili. While the company initially claimed the online store closure was a "technical error" and that it remained operational, a review of the site indicates a substantial change in its offerings.
Founded approximately thirty years ago, Razili gained recognition as a platform for Israeli fashion designers and operated up to ten branches across Israel. However, the brand faced difficulties, particularly during the COVID-19 pandemic, leading to its acquisition in 2020 by Inter Jeans Group. This group also holds franchises for international brands like Replay and Steve Madden in Israel, as well as Calzedonia and Intimissimi.
The decline of Razili is attributed to changing consumer preferences, with designer clothing becoming less popular due to the influx of international fast-fashion retailers like Zara and Mango, and a shift towards affordable online shopping platforms such as Shein. Despite efforts by Inter Jeans Group to maintain the Razili brand by producing its own clothing lines, the physical store closures and the transformation of the online presence signal a potential end for Razili in its original form.
Currently, the website primarily sells various brands under Inter Jeans' franchises, including Pepe Jeans, Replay, and Steve Madden, alongside other international names like New Balance and Adidas. Any remaining items under the Razili brand, including those from collaborations with Israeli designers, are being offered as outlet items at a 50% discount.
