Israeli Fashion Brand TFU TFU Opens New Pop-Up Store in Rishon LeZion
Translated & summarized from Ice by baba
Israeli fashion brand TFU TFU has opened a new three-month pop-up store in Rishon LeZion, managed by former footballer Tomer Aluf and featuring singer Roi Sandler. Founded in 2020 by Michaela Sandler, the family business also has stores in Tel Aviv and Miami, with plans for further U.S. expansion. The brand's distinctive style combines streetwear and vacation wear, with items like the "NICKI SOFT" shirt selling for 289 shekels.
The story in 5 lines · by baba
- Israeli fashion brand TFU TFU opened a new pop-up store in Rishon LeZion.
- The pop-up store will operate for three months.
- The brand was founded in 2020 by Michaela Sandler, mother of singer Roi Sandler.
- TFU TFU has existing stores in Tel Aviv and Miami.
- The brand plans to open five more stores in the U.S. within 18 months.
Israeli fashion brand TFU TFU (Tapu Tapu) has launched a new pop-up store in the Gold Mall in Rishon LeZion, which will operate for three months. The store will be managed by Tomer Aluf, a former footballer known for his involvement in the brand's campaigns alongside singer and brand ambassador Roi Sandler. This expansion marks another step for the family-run business, which already operates stores in Tel Aviv and Miami and boasts a customer base of approximately 100,000 members.
TFU TFU was founded in 2020 during the COVID-19 pandemic by Michaela Sandler, mother of singer Roi Sandler. Michaela and her husband Yossi bring decades of experience in the fashion industry, having previously operated brands like "Michaela" and "Tractor." Their four children are also involved in the family business. The brand's name, "Tapu Tapu," is derived from a common Hebrew expression used to ward off the evil eye, reflected in the company's logo: a blue and turquoise eye symbolizing protection against bad luck. This eye motif is a signature element, appearing as a small embroidery on many of their garments.
The brand's style blends streetwear with vacation wear, featuring oversized cuts, linen suits, and soft fabrics in calm colors. Signature items include the "NICKI SOFT" shirt with the eye embroidery, priced at 289 shekels, linen pants at 399 shekels, and linen button-down shirts around 449 shekels. Men's linen pants are 529 shekels, and button-down shirts are also 529 shekels.
Internationally, the family opened a 250-square-meter store on Lincoln Road in Miami Beach at the end of 2025, with an investment estimated at half a million shekels. Initial customer reviews have been positive, particularly regarding service and comfort, though commercial success metrics are not yet public. Dor Sandler, overseeing the Miami operations, has expressed plans to open five more stores in the United States within the next 18 months, including in California. Despite international expansion, the family emphasizes that production remains in Israel. The new pop-up in Rishon LeZion aims to bolster the brand's presence in the local market, offering Israeli customers the same style available in their overseas stores, alongside their flagship store in Ramat Aviv and other Israeli locations.