Shortly after the sports brand "Alo Yoga" landed in Israel, its competitor "Lululemon" arrives with its first store opening tomorrow (Wednesday, May 17) in the Ramat Aviv Mall, led by the Irani Group. Ten more stores of the American brand are planned to open in the next three years, with the option of purchasing online through the Factory 5 website, and soon also on the brand's local website.
"I discovered the brand 20 years ago in Manhattan and found a quality that can't be matched. It's not for nothing that Lululemon ranks second among its most valuable sports brands worldwide," says Roni Irani, the group's founder and owner. The Irani Group plans not only to open stores for sale, but also spaces that contain a fitness studio. "We want to create a comprehensive experience," the Irani Group says.
Launch of Lululemon store in Ramat Aviv Mall // Photo: Moshe Ben Simhon
The store was designed by Lululemon Architects and the Irani Group design team in accordance with Lululemon's most advanced vision and concept in the world. A combination of natural materials, natural wood ceiling, travertine stone floor alongside LED screens and technical materials at the highest level. The combinations of natural and organic ingredients create a warm and natural feeling. The locker area was designed as an open and inviting space and leads to a training studio operated by FIT HOUSE TLV where daily training sessions will be held by the leading trainers in Israel, as is customary in the world's leading Lululemon stores.
Tights 399 NIS, Top 249 NIS. Lululemon // PR
With an area of 550 square meters, Lulumon's first store offers the best of the brand's collections, which include sportswear, yoga, women's and men's fashion, ranging from clothing suitable for a gym or those who like sports lifestyle.
Unlike other sports brands, and just like Alo Yoga, you can mainly find clothes in quiet and classic designs and calm colors, in order to serve the customer base for many years, as part of the brand's sustainability agenda.
Lululemon // PR
And what about prices? Quality is paid for, and Lulumon's prices around the world are similar to those in Israel, but it's still not a price that fits every pocket. The price range starts at NIS 159.90 for basic clothing or related equipment, such as hair bands, drinking bottles or a tank top, and up to NIS 599.90 for tights or a top. Casual clothing will already be much more expensive and can reach up to NIS 1,190 for a sports jacket.
"The gap between the price of the product in the United States and that of Israel is only 5%, including VAT," says Itamar Rein, vice president of trade at Irani Group.
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