Tiv Taam Opens New Branch in Rishon LeZion and Launches 'Store-in-Store' Concept
Tiv Taam has invested 6 million shekels in a new branch in Rishon LeZion. The chain plans to roll out 'Mizrah U'Ma'arav' sub-branches across all its locations in the near future.
Senior management of the Tiv Taam chain, led by Group CEO Hagai Shalom, Head of Trade and Marketing Yossi Shalev, Director of Marketing, Sales and Digital Avivit Levy-Naim, and branch manager Slava Barza, celebrated the opening of a new branch in the Protea complex in western Rishon LeZion with city officials. The investment is estimated at approximately 6 million shekels.
Guests enjoyed an event set in a beach-themed atmosphere, featuring a festive cocktail, networking, and tastings of the chain's delicacies, wines, cheeses, and seasonal fruits, followed by a mezuzah-fixing and ribbon-cutting ceremony.
Hagai Shalom greeted the guests:
"Rishon LeZion is one of Israel's central and developing cities, and we are happy to deepen our operations here with an additional branch in a strategic location near the beach and entertainment hubs. The new branch will provide residents and visitors with a high-quality, diverse, and convenient shopping experience, featuring all the departments and services synonymous with Tiv Taam. The product mix, dedicated to both summer and winter, will cater to families spending time at the beach and residents living in the nearby towers."
Meanwhile, Hagai Shalom revealed for the first time that the chain plans to open "Shop & Shop" departments under the Mizrah U'Ma'arav brand. These will replace existing checkout counters, which will be relocated to make room for the new departments. According to Shalom, this is effectively a "store within a store" concept, creating a new Mizrah U'Ma'arav retail footprint within Tiv Taam branches. In the first phase, these will open in the 10 largest Tiv Taam branches nationwide, followed by a rollout to all locations.
Leading this initiative is Hagai Shalom's daughter, CPA Chen Hagai Cohen, recently appointed co-CEO of the Mizrah U'Ma'arav company, which was acquired by the Tiv Taam group about a year ago. Among the guests were Adv. Benjamin Raba, real estate developer and owner of the Protea complex; Freddy Insaz, co-owner of the Scoop footwear chain; CPA Chen Hagai Cohen; and others.
