Israeli Modest Fashion Brand "Sade Bar" Sold to Fox Group for Millions

Israeli modest fashion brand "Sade Bar," founded by childhood friends Ariela Avitan and Adi Cohen, has been sold to Harel Wiesel's Fox Group for millions of shekels. The brand, which caters to women seeking conservative clothing with specific length and neckline requirements, began as a small venture in a religious school (ulpana) in Kfar Pines.

Avitan and Cohen started by sewing skirts for themselves and gradually expanded, utilizing home sewing machines, local fabric markets, and eventually outsourcing production to Palestinian workshops and a manufacturer in China. The "Sade Bar" label gained traction by filling a market gap for fashionable yet modest attire, a niche that has seen increased demand, particularly in light of a trend towards more conservative dress in Israel.

The founders approached the Fox Group themselves, seeking a strategic partner to manage the growing complexities of supply chain, logistics, and brand expansion. After a year-long negotiation process, the deal was finalized, with Wiesel aiming to grow "Sade Bar" to a NIS 100 million turnover and potentially an IPO. Avitan and Cohen will remain involved in leading the brand.

The sale highlights the growing market for modest fashion, which is no longer considered a niche but a legitimate sector with significant growth potential. The founders noted that demand has increased not only from religious women but also from those seeking more conservative styles for personal or religious reasons, a trend they observed accelerating after October 7th.

"Sade Bar" plans to expand its presence with more stores in malls and explore international markets, seeing potential beyond the religious community in global markets embracing more modest styles.