Strongful, the women’s activewear brand, is opening a new chapter in its development with the launch of its first physical store at the Big Fashion Glilot complex, which since its opening this past February has become a pilgrimage site for Israeli consumers. The move marks the transition of the brand, which operated for about five years in the digital arena, into the world of physical retail — a strategic step intended to strengthen its presence on the ground and allow a closer, more personal and tangible shopping experience for customers across the country.
Over NIS 1 million were invested in the new store as part of the brand’s growth and consolidation process in the local market. The store spans an area of 70 square meters and presents all the collections and products of the brand, in a contemporary design that reflects its DNA and design line — a blend of comfort, strength and modern femininity. In the past year, the Terminal X Group purchased 51% of the brand in a deal valuing it at approximately NIS 20 million, a strategic step that positions the brand among the growing and influential players in the local activewear scene.
“This is a significant moment in which we can meet our customers up close, present our collections and strengthen our connection with our community,” says CEO Dor Kedem. In the future, the brand plans to continue expanding in the physical space, while for now the various collections continue to market themselves carefully thanks to maximum comfort — whether for workouts or for a busy day of meetings, studies or whatever. All this using high-quality fabrics, classic color combinations alongside bold shades, all at accessible prices and with quality that lasts over time, and most importantly — an especially wide size range (XXS-XXL).