The fashion group Factory 54 has invested NIS 30 million in its flagship complex at Ramat Aviv Mall, spanning 2,000 square meters. The space will showcase collections of bags, shoes, clothing, and fashion accessories from leading brands, with prices reaching thousands of shekels per item. In the future, a beauty area and a champagne and wine bar will be launched within the complex.
Vintage furniture, brought from Western Europe, completes the design language and creates an intimate, elegant, and inviting space for a hospitality experience. The checkout area was designed as a space of its own, intended for hosting and personal shopping services.
Roni Irani, the owner, told Maariv: “Not all of the investment comes out of my own pocket, and it is a calculated risk. People often ask me how I invest during such periods. We operate between wars and major events, and there is never real quiet. Israel is flooded with money from the high-tech sector and creative industries.”
According to him, “Even these days there is a mood for shopping. Specifically in situations of war, people release their frustration through shopping. Many of us are children of immigrants and grew up with a sense of scarcity.
“The things we do come from a lot of emotion and love. For me, this is the realization of a dream that combines business, culture, technology, and community. When doing business like this, it is a mistake to focus on profit from the very beginning. The store creates momentum for bringing in additional brands. The mall owners also came toward us in the initial terms, and there is a reciprocal relationship.”
Yifat Irani, Co-CEO: “The complex was built with inspiration from the worlds of art, museums, nature, and iconic fashion houses. The space and the materials create a meeting point of senses, culture, aesthetics, and fashion.”