Fox Group in Talks to Partner with Home Design Retailer Soho

Harel Wizel and the Fox Group are reportedly in negotiations to acquire a partnership in Soho, a home design retail chain operating 12 stores in Israel. The two entities already have a business relationship, as Soho supplies home and lifestyle products to Terminal X, a company controlled by Fox.

Wizel's interest in Soho stems from his desire to strengthen Fox's home design sector and acquire additional companies in the field. Fox currently operates in this market through Fox Home, which focuses on kitchenware, and Jumbo Greece, which offers budget home goods. Soho, conversely, is positioned as a premium brand.

Soho, founded in 2003 by the Pilz family, is considered a leading Israeli retailer in its niche. The company is currently owned by Eytan Walach, who acquired full ownership after initially entering as a 50% partner. Walach, formerly a product manager in the high-tech industry, has experience importing products for museum and fashion designer stores.

Soho imports well-known brands, including Joseph Joseph, which was recognized by Times Magazine as a promising company. Other imported brands include Salty from Italy, Obra from Canada, and Gozini. Walach has previously expressed ambitions for international expansion.

Fox Group has extensive experience in expanding brands globally, including Nike, Mango, and Foot Locker franchises. However, a previous attempt to launch Fox Home internationally in Toronto, Canada, was unsuccessful, with industry sources citing a lack of product uniqueness. When reached for comment, Fox stated, "We do not respond to inquiries of this nature. This does not confirm or deny the information." Eytan Walach declined to comment on the rumors.