Fox Group Buys Stake in 'Sadeh Bar' Fashion Brand

Harel Wiesel's Fox Group, through its Terminal X subsidiary, has acquired a controlling stake in the Israeli fashion brand 'Sadeh Bar' in a multi-million shekel deal. The brand was founded approximately 20 years ago by Adi Cohen and Ariella Avitan, who began by sewing clothes on a home machine.

Cohen and Avitan approached Fox Group independently after their business experienced rapid growth, reaching an annual turnover of around 20 million shekels. They found themselves managing complex supply chains, customs clearance, and shipping from China, which diverted their focus from design and customer relations.

To facilitate further growth and meet increasing demand, the founders prepared a financial summary and presented it to Fox Group's management. The negotiations lasted a year, culminating in the deal that preserves the brand's core identity, with Cohen and Avitan retaining stakes and management roles.

For Harel Wiesel, this acquisition aligns with Fox Group's strategy of identifying promising small brands and scaling them to achieve turnovers of approximately 100 million shekels, potentially leading to an IPO. The partnership provides 'Sadeh Bar' with robust logistical support, advanced information systems, and distribution capabilities to meet high demand.

The founders view the deal not as an exit but as a launchpad. With the backing of Fox and Terminal X, they aim to expand their presence from 5 to 8-10 stores within five years, enter major Israeli malls, and target international markets in Europe and the US, where they see growing demand for modest yet chic fashion.