Israeli Supermarkets Start Selling Discounted Designer Sunglasses and Apparel

Israeli supermarket chain Oshar Ad has begun selling designer sunglasses from Armani Exchange and Michael Kors at 199.90 shekels, marking a new trend of supermarkets expanding into non-food parallel imports to boost growth. These products, typically not found in supermarkets, offer consumers significant savings on premium brands. For example, the Michael Kors MK2182U Empire Square sunglasses, usually priced at 1,069 shekels at Opticana and currently on sale for 694 shekels, are available at Oshar Ad for 199.90 shekels, a 71% discount. Similarly, Armani Exchange AX2052S men's sunglasses, sold elsewhere for 268-372 shekels, are offered at Oshar Ad for nearly half the price. Other Armani Exchange models for women also show discounts of around 38%. Some models, like the AX4049SF, are designed specifically for Asian facial structures.

Other supermarket chains are following suit: Rami Levi sells Nike caps for 39.90 shekels, while Victory offers Tommy Hilfiger shirts at 2 for 150 shekels, limited to four per customer, across multiple branches including Ayalon Mall and Be’er Sheva. Victory also retails New Balance 9060 men's shoes in sizes 40-46 for 399 shekels at various locations. Market Warehouse was the first to introduce New Balance shoes in its stores.

This move reflects supermarkets’ strategy to diversify product offerings beyond food and household items by importing branded fashion and accessories at competitive prices, providing consumers with access to premium products at supermarket convenience and lower costs.