Popular Israeli Shoe Chain TO GO Sells 10 Stores to Fox Group Amid Downsizing

TO GO, Israel's largest discount shoe chain, is significantly reducing its footprint by selling 10 of its mall and shopping center locations to the Fox Group. The deal, signed this week by Harel Weizel and TO GO's owners, involves transferring lease rights for these stores, which will be converted into Fox Group brands. At its peak, TO GO operated 70 stores; after this transaction, it will operate 34, with plans to further reduce to 26 stores. This marks the largest paid store transfer deal TO GO has made, following a two-year trend of downsizing mainly through non-renewal of leases and handing over some stores to independent operators.

Fox Group, which runs over 900 stores in Israel, has been expanding aggressively, adding 90 stores in 2025 alone under Weizel's leadership. The group has grown by acquiring new brands like Itay Brands and taking over locations from other chains such as JD Sports. The discount shoe market, including TO GO, has faced intensified competition from major fashion chains like Zara and Renuar, which now include shoes in their collections, as well as from other discount chains like Urbanica and the resurgence of overseas and online shopping.

TO GO has attempted to diversify by introducing a casual clothing line sold in its stores. Owner Meir Najibi denied rumors of closing the chain, explaining the downsizing as a necessary efficiency measure due to rising rent, operational, and labor costs. He emphasized the shift in consumer behavior, noting that affordable shoes are now widely available in many fashion stores, making large shoe-only stores less viable.

Separately, the international shoe brand ALDO is opening its first outlet store in Israel at the Hutzot HaMifratz Outlet in Haifa, investing about 800,000 shekels. The outlet will offer significant discounts on previous seasons’ shoes, bags, and accessories. ALDO, which operates 18 stores in Israel and was acquired by Brill in 2024 for 8 million shekels, aims to reach a broader customer base with this new store. Aviva Gabay, CEO of ALDO Israel, highlighted the growing demand for outlet stores, while Hutzot HaMifratz CEO Haim Horesh welcomed ALDO as a valuable addition to the shopping center’s brand mix.