"Victoria's Secret brand on the way. We will launch the online site in November this year and during March next year we will open two stores. We are closing the locations these days," Anat Bogner, CEO of Delta Israel, told Israel Today.
The company recently launched the "Fanta Ray" chain, a new sportswear brand, whose first stores were opened in the Azrieli Mall in Tel Aviv, the Ir Yamim Mall in Netanya and the Grand Mall in Haifa in an area of about 120 square meters, with a total investment of about 1.5 million shekels.
On the launch of Victoria's Secret, Bogner said: "We are very excited. We are going to bring all the variety. We are actually one of two lone franchisees in the world that Victoria's Secret has allowed to run its own local online site. In Israel. "
What will be the price differences in Israel?
"It should be taken into account that when we price the product, in addition to the direct cost of the product, the shipping cost of the product also enters and there is also the issue of VAT in Israel.
For our part, we would like to maintain a price level similar to the US, but given these two additional factors.
When you see the price on a website in the US, their VAT is added at checkout.
In Israel it is about the price of the label.
For us these were supposed to be the only gaps: the extra shipping and VAT. We would like to keep prices similar to the US.
It should be noted that in the United States, the subsequent increase in VAT at the box office is 12-8 percent, depending on which country. "
How many branches do you plan to open?
"Next year we will open two branches, and in the brand's agenda they are opening at a cautious pace because they want to test. This is a very complex operational operation. They want to check that the entire operational operation is working properly and then move on and continue with more branches." The brand. "
They had a lot of criticism for the brand's slender image and the angels in their displays.
How did the change they made affect?
"The brand started a few years ago to undergo a very big change when it comes to developing its image. Eventually it is seen in the business results, which after some difficult years it has managed to reverse the trend. It is still leading a market in the US.
It is certainly seen in both the variety of items and the marketing agenda that the brand completely corresponds with the global trends and has undergone a fundamental change. "
Did disruptions in production and supply during the corona hit the Delta?
"To our great joy we were not harmed by disruptions. We knew how to prepare accordingly and increase delivery times with suppliers, so that in the end I had goods throughout the period."
There is an increase in costs. How does this affect you?
"In all our brands we kept the prices and the goods did not become more expensive. We still offer an attractive price to the customer."
Are you thinking of raising prices?
"Until now I have not had to raise prices. In the end, it is important for us as a company to keep item prices as something that reflects product quality."
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