Fox Group in Talks to Acquire Stake in Premium Home Chain Soho

Harel Wiesel and the Fox Group are in advanced talks to acquire a partnership stake in Soho, a prominent home design retail chain operating 12 stores across Israel.

Strategic Retail Expansion

The parties already maintain a solid working relationship. Soho, which also functions as a wholesale supplier, provides home and lifestyle products to Terminal X, the e-commerce platform controlled by Fox. The potential deal reflects Wiesel's broader corporate strategy to strengthen his company's footprint in the home decor sector and pursue targeted acquisitions.

Fox currently operates in the home segment through Fox Home, which focuses heavily on kitchenware, and Jumbo Greece, offering lower-cost home goods. In contrast, Soho is positioned as a premium lifestyle brand. Meanwhile, competitor Castro entered the design segment a few years ago by launching its dedicated Castro Home chain.

Origins and Brand Portfolio

Founded in 2003 by the Pilz family—part-owners of Dizengoff Center, where a Soho flagship store operates near the management offices—the chain has undergone ownership changes. Today, it is fully owned by Etsiyon Wallach, a computer science graduate from Tel Aviv University and former tech product manager who transitioned into design and retail.

"We do not comment on such queries. This neither confirms nor denies the information," stated a representative for Fox Group. Etsiyon Wallach similarly noted, "I do not respond to rumors."

Soho holds exclusive distribution rights for high-profile international brands, including Joseph Joseph, an acclaimed UK kitchenware brand recognized by Time magazine, as well as Italy's Seletti, Canada's Umbra, and Guzzini. While Wallach has previously voiced ambitions for international expansion, Fox brings extensive global scaling expertise, ranging from international Nike franchises to Mango and Foot Locker, despite past setbacks with Fox Home's short-lived stores in Toronto.