Skall brings to Israel the Misguided chain • The British fashion brand will offer a party-style concept store, with photo stands for social networks

• One of the world's brand stores

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Following the success of the NEXT fashion site in Israel and the launch of the BOOHOO fashion site a month ago, another British fashion brand, MISSGUIDED, is now arriving in Israel.

Unlike the other two British brands that have a foothold in the Israeli fashion market, this Wednesday's first physical store will open in the Cinema City complex in Beersheba, covering 600 square meters.

At the same time, a site in Hebrew will also be launched and another store in Tel Aviv is expected to open soon. Planning for 2021 - Store in the north and other places in the country.

The brand is brought to Israel by Haim Skall, chairman of Skall Holdings, who told Israel Today that the negotiations are going on for about two years, and that the first store in the country will also be designed as the first pilot of its kind in the world that includes a different shopping experience. There will be positions that allow the younger generation to photograph and tag the measured items on social networks, as well as a unique sweet dessert stand that will complement the sweet-flavored look. " 

And for those wondering why Beersheba is ahead of Tel Aviv, Skall replies: "The British brand owners and we also want to promote the periphery, to be part of a change.

On the timing of the opening in the midst of the Corona crisis, he says: "The agreements were signed even before the outbreak of the epidemic.