From Ulpana Skirts to Millions: The Rise of Israel's Sde Bar Fashion Brand
Founders Adi Cohen and Ariela Avitan turned a homemade ulpana skirt project into Sde Bar, a multimillion-shekel modest fashion brand recently acquired by Fox Group's Terminal X.
What began as a single skirt sewn by Ariela Avitan for herself in the 9th grade at the Kfar Pines ulpana has evolved into a multimillion-shekel fashion empire. Her classmate Adi Cohen, sitting next to her, was captivated and asked where she bought it. Neither could have imagined what would follow. Transitioning from a home sewing machine to buying fabrics at the historic Bezalel Market in Tel Aviv, the two young religious women started crafting custom skirts and blouses. They organized makeshift sales within the ulpana, and the enterprise quickly gained momentum. When home production could no longer keep pace with soaring demand, they shifted their tailoring to West Bank workshops, later forging ties with a Chinese manufacturer after spotting a label on a dress in a South Tel Aviv boutique. Today, their modest fashion brand, known as "Sde Bar"—featuring strict limitations on sleeve lengths and neckline depths—has officially entered the big leagues.
Partnering with Fox Group
When the business grew too vast for the founders to manage the entire supply chain independently, they took matters into their own hands. Meeting with Harel Wizel, CEO of the Fox Group, they presented a single A4 page outlining their financials. Following a year of rigorous negotiations, Wizel acquired a controlling stake in "Sde Bar" through Terminal X, valuing the deal in the millions of shekels. Wizel is renowned for identifying small, high-potential brands with turnovers of around 20 million shekels—such as Terminal X, Story, and others—and scaling them to 100 million shekels and beyond, with sights set on a future public offering.
"We do not like the word 'exit' because it sounds like the end of a process, and for us, this is only the beginning," the founders stated.
The Rise of Modest Fashion in Israel
The acquisition marks a major milestone, giving institutional validation to "modest fashion" as a legitimate commercial market with robust growth potential, rather than a mere niche. This surge is heavily driven by the phenomenon of Israeli women returning to traditional values following the events of October 7. From secular trendsetters adopting modest weekly attire to prominent pop stars demanding sabbath closures on e-commerce platforms, major retail groups are rapidly adapting to the shifting consumer landscape.
International Ambitions and Future Growth
With the backing of the Fox Group's extensive logistics, warehousing, and digital infrastructure, Sde Bar plans to expand from its current footprint to between eight and ten flagship stores in premier shopping malls across Israel. Furthermore, the founders are setting their sights on international markets, targeting conservative fashion consumers across Europe and the United States, where the demand for stylish, non-revealing apparel continues to accelerate among diverse demographics.
