Popular shoe brand closes 10 branches in Israel - Fox Group to take over

The low-cost shoe chain TO GO, which at its peak had 70 branches, is undergoing a sharp reduction in its retail footprint. It has come to the attention of "Mamon" that Harel Wiesel signed an agreement this week with the chain's owners to acquire the lease rights for 10 TO GO branches in malls and commercial centers, which will be converted to Fox Group brands.

Following this deal, the TO GO chain will drop to 34 stores, with a goal of further reducing to 26 branches. This follows a two-year period of continuous downsizing, primarily through non-renewal of leases and transferring some stores to private individuals. The deal with Wiesel is the largest the chain has made to hand over branches for payment.

The Fox Group operates over 900 branches in Israel across its various franchised brands. In 2025 alone, the group expanded by 90 additional branches, continuing its growth under Wiesel's leadership through both new brand acquisitions, such as Itay Brands, and new store openings. Wiesel previously took over part of the JD Sports branch network after it ceased operations in Israel.

While low-cost chains like TO GO, which source shoes from China at low prices, should theoretically thrive during economic downturns, competition has intensified significantly. Today, shoes are offered not only by specialized chains but also by large fashion retailers like Zara and Renoir, as well as discount chains like Urbanica. This is in addition to the resurgence of shopping abroad and via online platforms.

In an attempt to diversify, TO GO entered the textile market for the first time with a comfort clothing collection. Owner Meir Najibi denied rumors of a total shutdown:

"We are in a process of streamlining. The market has changed, competition and costs have jumped, so we must adapt to a smaller number of branches with an emphasis on website sales. The shoe industry is facing difficulties because today you can buy shoes at an accessible price in almost any fashion chain. We are a value-for-money chain, and the increase in rent, operating, and salary costs requires us to streamline if we want to maintain low prices."

---

Aldo opens a stock store

The international shoe brand ALDO is opening its only stock store in Israel at the Chutzot HaMifratz Outlet complex in Haifa, with an investment of approximately 800,000 shekels. The store will offer significant discounts on a variety of the brand's collections, including women's and men's shoes, bags, and accessories, with promotions such as two items for 200 shekels. The store will feature collections from previous seasons.

The Aldo chain, which operates 18 stores, is currently owned by Brill, which acquired it in 2024 for 8 million shekels. Aviva Gabay, CEO of Aldo Israel, stated that the stock store is part of a strategy to make the brand accessible to a wider audience at affordable prices. Haim Horesh, CEO of Chutzot HaMifratz, noted that adding Aldo strengthens the complex's status as Israel's largest outlet center.