3 Million Shekel Investment: Sapir Avisror's New Project

The Femina group, one of Israel's leading and oldest companies in the lingerie sector, continues to expand with the launch of a new homewear and lifestyle brand called liminal. The brand is built upon a modern concept of home clothing, viewing it not merely as a practical garment, but as an integral part of a daily ritual of comfort, relaxation, and slowing down.

Fashion designer, internet personality, and TV presenter Sapir Avisror was chosen to lead the campaign and brand launch. Avisror, who rose to prominence on the reality shows "It Girls" and "The Amazing Race," has established herself as one of Israel's most prominent content creators. She holds professional training in fashion design and pattern making from Italy and has successfully managed her independent fashion and swimwear brand, SAP By Sapir Avisror, since 2016. Alongside her social media presence, she shares content regarding fashion, grooming, and motherhood to her three sons (Sun, Moon, and Ciel).

liminal's homewear collections feature minimalist designs, relaxed cuts, and carefully selected soft, breathable fabrics. The design planning emphasizes not only the visual aesthetic but also the physical sensation and emotional experience provided to the wearer, based on the belief that time spent at home is essential to quality of life.

The brand launch in 2026 involves an estimated financial investment of approximately 3 million shekels. The first liminal store is scheduled to open in September at the Azrieli Ayalon Mall, alongside a dedicated e-commerce site. As part of a long-term growth strategy, group owners and co-CEOs Dror Blumenstock and Ori Gur plan to open between 10 and 15 additional stores nationwide over the next three years.

Sapir Avisror (PR)