Terminal X Expands Into Modest Fashion Market With Shde Bar Acquisition

Terminal X, the fashion website operated by Fox Group and managed by Nir Horovitz, is expanding its brand portfolio by acquiring smaller fashion labels. For the first time, Terminal X is entering the modest fashion segment aimed at religious women through the purchase of a 51% stake in Shde Bar, a modest fashion and lifestyle brand. The deal, valued at a few million shekels, is not material to Terminal X and was not reported to the stock exchange.

Shde Bar was founded in 2013 by Ariella Avitan and Adi Cohen, both aged 38, who continue to serve as co-CEOs and designers following the acquisition. The brand targets religious women and girls seeking modest clothing and operates an online store alongside five physical locations in Jerusalem (two stores), Givat Shmuel, Kfar Etzion, and Petah Tikva.

This acquisition marks Terminal X's first foray into modest fashion, reflecting a strategic effort to broaden its customer base and attract new shoppers who currently purchase less frequently from its site. The move aligns with Terminal X's recent expansion strategy, which includes acquiring brands such as Sistarz, Ainker, Ada Lazorgan, jewelry brand Ronit Yam, and sportswear brand Strongpole.