Fashion Group Femina Launches New Loungewear Brand Liminal with Flagship Store

The Femina Group has launched Liminal, a new loungewear and lifestyle brand, following months of collection development and brand building. The brand's e-commerce site went live yesterday, offering nationwide delivery. Liminal's first physical store, its flagship location, will open tomorrow, Tuesday, at the Ayalon Mall in Ramat Gan, marking the brand's transition from online-only to a brick-and-mortar presence.

Liminal was introduced after Femina Group revealed the brand and announced Sapir Abisror as its spokesperson and campaign face. The brand focuses on leisurewear and lifestyle items inspired by the concept of home, featuring soft, breathable fabrics, relaxed fits, and minimalist designs. The name 'Liminal' refers to a transitional state or space between two worlds, symbolizing the moment between being outside and at home, or between daily routine and relaxation.

For the Femina Group, this launch signifies an expansion into a new category beyond its existing lingerie brand, Femina. The launch is supported by an investment of approximately 3 million shekels in 2026. The company plans to open an additional 10 to 15 stores across Israel within the next three years as part of its expansion strategy.

"After months of work, thought, development, and great attention to small details, we are opening the door and allowing people to get to know Liminal not through words, but through the products and the experience we have created," said Dror Blumenstock and Uri Gor, joint owners and CEOs of the Femina Group.