Fox Acquires Majority Stake in Modest Fashion Brand "Sadeh Bar"

Fox Group's Terminal X has acquired a controlling stake in the modest fashion brand Sadeh Bar in a multi-million shekel deal, the exact sum of which was not disclosed. The brand was founded by Adi Cohen and Ariella Avitan, who met as students at the Kfar Pines Ulpana (religious school). Their venture began in ninth grade when Avitan made a skirt for herself, sparking Cohen's interest. They started sewing at home, sourcing fabrics from Bezalel Market, and selling to friends.

As demand grew, production moved from home sewing to local workshops and eventually to manufacturers in China. Sadeh Bar focuses on modest women's fashion, operating an e-commerce site and five physical stores. Following the business's expansion, Cohen and Avitan proactively approached Terminal X, part of the Fox Group, to discuss a partnership.

The negotiation process lasted a year, culminating in Terminal X's acquisition of control. Cohen and Avitan will continue to lead the brand. The partnership is expected to leverage Fox's expertise in logistics, shipping, information systems, and brand building, while the founders bring their deep understanding of the customer base. Future plans include expanding to eight to ten stores, entering shopping malls, and exploring international markets.