Fashion brand with millions in investment in Israel: 15 new branches to open

The Femina Group, identified with the lingerie sector in Israel, is expanding its operations and launching Liminal – a new brand focusing on the homewear category. The scope of the investment in the move stands at approximately 3 million shekels, as part of a strategy that includes opening stores and launching online operations.

The brand's first store is expected to open during the month of September at the Ayalon Mall. Concurrently, the company will launch an e-commerce site that will allow purchases from all over the country. As part of the expansion plan, the group plans to open 10–15 additional stores within the next 3 years.

According to the company, the name Liminal is derived from the term describing a state of transition, and it was chosen to express the moment between the outside and the home. The brand's collections will focus on homewear, with an emphasis on clean design, relaxed cuts, and soft, breathable fabrics.

Dror Blumenstock and Ori Gur, owners and co-CEOs of the Femina Group, stated:

"Alongside the success of the 'Femina' brand, we have identified over the last few years an increasing need in the homewear and leisure market, and therefore we decided to establish the Liminal brand. The source of the name Liminal is 'threshold' – the moment when things change. We wanted to create a brand around the experience that tells of the moment when you left the world outside, arrived home, and changed into Liminal."