The Irani fashion group has invested NIS 22 million to open a new flagship Factory 54 store in the Big Complex in Beersheba. This store aims to serve the residents of southern Israel, especially those looking to purchase the group's high-end brands, typically found in the central region.
Spanning an area of 2,250 square meters, the Beersheba store will feature all of the company’s international brands, including Dolce & Gabbana, Michael Kors, Ralph Lauren, Lacoste, and Boss, among others. The prices for these brands range in the thousands of shekels and up, targeting a luxury market segment.
The Beersheba flagship store joins other Factory 54 locations in strategic shopping areas across Israel, including the Tel Aviv Port. The group also has a store in Eilat, where it plans to expand its operations. Last year, the group opened a store in Jaffa Port, offering major discounts on items from previous collections.
The group also operates a store in the duty-free area at Ben Gurion Airport, where it sees particularly high sales per square meter. Like many other fashion groups, Factory 54—owned by Roni Irani and his family—was affected by the sharp decline in tourism, which impacted overall sales. However, Israelis who are traveling abroad less have turned their shopping focus back to the local market.