Victory has started selling Asics shoes at a discounted price
The parallel import stock is being sold at five of the chain's branches. The price: 399 shekels — half the price of the importer's website. Retail chains continue to sell non-standard products, although this does not always have a significant impact on financial results: Victory showed a decline in sales in the first half of the year, excluding sales to the Gaza Strip.
The Victory chain is once again selling a non-standard product in its supermarkets, this time Asics shoes for 399 shekels instead of 799 shekels. The chain has started selling several models of Asics Gel NYC shoes in sizes 36-48 in five out of its 69 branches: Ayalon, Bat Yam, Ofakim, Dimona, and Rosh HaAyin-Afek. It has one thousand pairs in stock. Some of the colors the chain is offering were not sold in Israel before, and while there are websites that offer the model at similar (though still higher) prices, it is still positive news for fans of the brand. On the importer's website (Originals, Elshrad), the Gel NYC model is sold for 719.9-799.9 shekels.
Asics is a Japanese running and lifestyle shoe brand. The uniqueness of Asics running shoes is the shock-absorbing silicone-based gel that has become their trademark. In doing so, Victory continues with its strategy of selling iPhones, fuel, real estate, and refrigerators in its branches, alongside tomatoes and milk. This is a trend led by Osher Ad, of selling parallel imports at attractive prices to drive foot traffic. The Rami Levy and Yohananof chains have also joined the trend and are selling everything from air conditioners to vehicles. Mahsanei HaShuk sold New Balance shoes this year via parallel import, and Shufersal has started selling Lego in its branches via official and regular import.
Last week, Victory published its reports for the second quarter of 2026 and the first half of the year, in which it announced its intention to increase its online sales from 7% to 10%. So far, this strategy has not boosted Victory's sales, whose revenue in the second quarter of the year amounted to 636 million shekels. Excluding the chain's sales to the Gaza Strip as an authorized marketer for the Ministry of Defense, its total sales decreased by 0.7%, and in identical stores, they decreased by 7.4% in the second quarter. Among other things, this happened because of Operation Iron Swords and the timing of the Passover holiday this year. Nevertheless, the chain's gross profit margin rose in the last quarter to 24.7%, and the chain also expects to become even more efficient in the future thanks to the integration of nearly 600 foreign workers, for whom initial expenses were high.
