Fox Group Increases Stake in Israeli Fashion Brand Itay Brands by 7% at 64% Higher Valuation

Fox Group, controlled by Harel Wizel, has expanded its ownership in the Israeli fashion company Itay Brands from 56% to 63% by acquiring an additional 7% stake for 11.5 million shekels. This transaction values the company at a 64.3% higher price compared to Fox's previous purchase in September 2025, when it bought 5% for 5 million shekels. The founder, Itay Arviv, along with Adam Friedler and Ohad Sandler, who hold shares through their jointly owned company, will each retain 18.5% of the shares following the deal.

The new agreement replaces a prior options contract and grants Fox two new options to buy more shares: 3% of Itay Brands at a valuation of 200 million shekels between January 2027 and April 2028, and 10% at a valuation of 225 million shekels exercisable in January 2027. If Fox exercises both options, it will invest about 40 million shekels more, increasing its stake to 76%.

Fox initially gained control of Itay Brands in January 2025 by purchasing 51% for 25.5 million shekels. The remaining shares were equally held by A.W.A Projects (owned by Sandler and Friedler) and Itay Arviv, each with 24.5%. After the September 2025 purchase of an additional 5%, Fox’s ownership rose to 56%, diluting Friedler and Sandler’s shares to 21.5% each and Arviv’s to 22.5%. The current 7% acquisition involves Friedler and Sandler selling 3% collectively and Arviv selling 4% to Fox. In January, Itay Wizel, son of Fox’s controlling shareholder, was appointed Vice President of Sales at Itay Brands.