Naot CEO Departs After Less Than a Year; US Operations Head to Replace Him

Assaf Ben Dov, the global CEO of comfort shoe company Naot, who was appointed in November 2025, is stepping down after less than a year in the role. He will be succeeded by Ayelet Lux, daughter of owners Steve and Susie Lux, who previously served as Naot's CEO for the US market.

Naot, founded nearly 85 years ago in Kibbutz Naot Mordechai in the Upper Galilee, first entered international markets in 1989 under the NAOT brand. The company was acquired by the Lux family in 2014 for approximately NIS 260 million. Today, Naot operates 50 stores in Israel and employs 450 people, with significant markets in the US, Canada, Australia, Singapore, and Japan.

During his tenure, Ben Dov, 58, was responsible for the company's global operations, innovation, efficiency, and business strategy. He replaced Moshe Mari, who held the position for about four years. Prior to Naot, Ben Dov served as CEO for Golan Heights Winery, The Consumer's Union, and the Maccabi Haifa football club.

The new CEO, Ayelet Lux, studied shoe design in England and initially interned with the fashion brand Donna Karan before working at Bank of America. She eventually joined her family's company, where she led the expansion into new categories like high heels and ankle boots, launching the premium line Ayelet. Lux noted in a previous interview that the shoe market changes rapidly, requiring constant adaptation to evolving consumer behavior and expectations.

In April, Akiva Tishler was appointed as the new CEO for Naot's local operations. Two months prior, Tal Heishtein-Beker was appointed as the new global VP of Marketing and E-commerce. No response was received from Assaf Ben Dov or Naot.