Terminal X Acquires Leading Modest Fashion Brand Sade Bar to Expand Into Religious Market

Terminal X is expanding its reach to the religious market by acquiring a 51% stake in Sade Bar, a prominent modest fashion brand popular among the religious-Zionist community in Israel. The deal, valued at several million shekels, marks Terminal X's first move to cater specifically to consumers seeking modest clothing.

Sade Bar was founded in 2013 by Ariella Avitan and Adi Cohen, who met while studying at a religious girls' seminary in Kfar Pines. The founders started designing and selling modest yet trendy clothing to peers during their national service and quickly gained traction through social media and direct sales. Over time, they expanded production overseas and now operate five boutique stores across Israel, including locations in Jerusalem, Givat Shmuel, Kfar Etzion, and Petah Tikva, alongside an online store. The brand is known for its boho-chic style, offering dresses, overalls, skirts, swimwear, and pants.

Ariella Avitan and Adi Cohen will continue as co-CEOs and lead designers following the acquisition. This purchase aligns with Terminal X's broader growth strategy, which includes previous acquisitions of lifestyle and fashion brands such as Sistarz, Ainker, Ada Lozorgan cosmetics, Ronit Yam jewelry, and Strongpole.

Terminal X CEO Nir Horovitz expressed enthusiasm about integrating Sade Bar into the group, emphasizing the brand's strong identity and loyal customer base. He highlighted the potential for accelerated growth through combining Terminal X's infrastructure and technology with the founders' creative talent. The acquisition was legally represented by attorney Ron Gutman from Gutman Hartman & Co.