Carmela Online Retailer Expands to Physical Stores With $2.7 Million Investment
תומצת מתוך Calcalist על ידי baba
Carmela, an online retailer for 20 years, is opening its first physical stores in Tel Aviv in mid-November, investing approximately 10 million shekels ($2.7 million) to establish five locations by 2028. The expansion aims to boost online sales and connect with customers personally, with future stores outside Tel Aviv operating under a franchise model. The company originated as a market stall 65 years ago before launching its online platform in 2006.
הידיעה ב-5 שורות · תקציר של baba
- Carmela is opening two physical stores in Tel Aviv in mid-November.
- The company plans to invest 10 million shekels ($2.7 million) in five stores by 2028.
- The expansion aims to increase online sales and customer engagement.
- Carmela's online platform was launched in 2006 by cousins Yaniv and Naor Hassid.
- The flagship store will feature a culinary hub for collaborations.
Carmela, an online retailer that has operated digitally for 20 years, is launching a chain of physical stores. The first two locations will open in Tel Aviv in mid-November: a 200-square-meter store on Ibn Gabirol Street and a 100-square-meter store in Ramat Aviv.
The company plans to expand to five physical stores by the end of 2028, with an investment of approximately 10 million shekels (about $2.7 million), and will move beyond Tel Aviv. The stores in Tel Aviv will be company-owned, while future stores outside the city will operate under a franchise model. Carmela's strategy for selecting locations is to target areas with the highest online purchasing activity. After Tel Aviv, Herzliya is Carmela's strongest online market, followed by Ramat Gan, Givatayim, and Ramat Hasharon.
The flagship store on Ibn Gabirol Street, situated where the Giraffe restaurant previously operated, will offer pantry staples, frozen goods, fish, meat, fruits, and vegetables. It will also serve as a culinary hub for collaborations with chefs, farmers, and food importers.
Carmela was originally founded 65 years ago as a stall in the Carmel Market. The online platform was launched in 2006 by the second generation, cousins Yaniv and Naor Hassid. Naor Hassid told Calcalist that the COVID-19 pandemic increased awareness of their online presence and brand. He explained his desire to open physical stores stems from his personal connection to people and missing the sales floor, as well as his existing relationships with many Tel Aviv restaurants and chefs. Hassid also cited research indicating that physical stores boost online sales, which is a primary goal of this expansion. He drew a parallel to the original online launch, which occurred when fewer people were visiting the market due to security concerns, anticipating a trend that later intensified. While Carmela continues to expand its online reach to more cities, Hassid feels this physical expansion is a natural and necessary step.
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