Israeli Fashion Brand TFU TFU Opens New Pop-Up Store in Rishon LeZion
Israeli fashion brand TFU TFU is opening a new pop-up store at Zahav Mall in Rishon LeZion. Founded in 2020, the family business continues its expansion locally and internationally.
Israeli fashion brand TFU TFU is expanding its local presence with the launch of a new three-month pop-up store on the new floor of the Zahav Mall in Rishon LeZion. The branch will be managed by Tomer Aloof, a former footballer who has previously featured in the brand's campaigns alongside singer and brand ambassador Roy Sandler. This marks another milestone for the family-owned business, which already operates stores in Tel Aviv and Miami, alongside a reported customer club of some 100,000 members.
Founded in 2020 during the COVID-19 pandemic by Michaela Sandler, mother of singer Roy Sandler, the brand draws on decades of industry experience. Michaela and her husband Yossi previously operated prominent labels such as Michaela and Tractor. Today, all four of their children are actively involved in running the family enterprise, combining streetwear aesthetics with resort wear, featuring relaxed oversized silhouettes, linen and fleece suits, soothing tones, and soft fabrics.
The brand's distinctive visual identity centers around the evil eye motif, inspired by the traditional protective phrase 'tfu tfu'. The blue and turquoise eye symbol appears as a delicate embroidery on many of the garments, becoming an unmistakable trademark. Signature items include the NICKI SOFT shirt embroidered with the eye, priced at 289 shekels, alongside linen trousers for 399 shekels and button-down linen shirts for around 449 shekels.
Looking beyond domestic borders, the family established a 250-square-meter store on Lincoln Road in Miami Beach at the end of 2025, with an estimated investment of half a million shekels. While early customer reviews praise the service and comfort of the apparel, public sales data is not yet available. Nevertheless, Dor Sandler, who oversees operations in Miami, recently revealed plans to open five additional stores across the United States within the next year and a half, eyeing locations in California while maintaining local manufacturing in Israel.
