Terminal X expands into a new field: modest fashion for religious women
Terminal X, the fashion site of the Fox Group, continues its expansion strategy by acquiring 51% of the Sde Bar chain. This marks the company's first entry into the modest fashion segment.
Terminal X, the fashion site of the Fox Group managed by Nir Horowitz, continues its expansion strategy through the acquisition of small brands. For the first time, the company is acquiring a modest fashion brand intended for the religious sector, Sde Bar. Terminal X has signed binding agreements to purchase 51% of the chain in exchange for a few million shekels. This is a transaction that is not material to Terminal X and was not reported to the stock exchange.
Sde Bar is a fashion and lifestyle brand for a target audience of religious women and girls looking for modest clothing items. It was founded in 2013 by friends Ariela Avitan (38) and Adi Cohen (38), who are responsible for the design and management of the brand. Sde Bar operates an online site and five physical stores - two of them in Jerusalem, and the rest in Givat Shmuel, Kfar Etzion, and Petah Tikva.
Similar to other deals made by Terminal X, in the current acquisition it is also keeping the founders, Avitan and Cohen, to serve as co-CEOs and designers of the brand. This is Terminal X's first entry into the modest fashion field. The company is entering the category in an attempt to reach wider audiences and attract new customers who do not usually or rarely shop on its site today. The acquisition is part of Terminal X's expansion strategy, which in recent years has acquired the brands Sisters, Ainker, Ada Lazorgan, the jewelry brand Ronit Yam, and the sportswear brand Strongful.
