The Harry Potter store, which opened at Azrieli Sarona in Tel Aviv at the beginning of October, before the war and was supposed to open for three months, will meanwhile extend its term to six months and possibly longer. Azrieli notes that the reason for this is the success of the store.
According to Einat Matzliach, VP Marketing at Azrieli Malls, "At first we said the store would be open for three months because we didn't know what would happen and how the Israeli public would accept it. We had indicators of the success of the store in Israel, but no one estimated how much.
On Sukkot, we, both Geeks, the franchisee who owns the store and LDI, who own the rights, were amazed by the love that the Israeli audience has for Harry Potter. It was an amazing week by any measure that Warner Brothers around the world and all the rights holders were talking about this store."
The official Harry Potter store opened for the first time, photo: David Sasson
Of sales now, she says, "We've seen demand stay there and consumers are looking for new products. It's a relevant and existing need. It is impossible to compare it to before the war because its opening was on Chol Hamoed, so we don't know what the store's normal behavior is. However, compared to other businesses, the store returned relatively quickly to good redemptions and more than that, and it surprises us anew. On Hanukkah, too, there was renewed hype.
Now it's a joint decision with LDI to extend the store for six months and see if more is feasible. As long as there is demand, we will continue to host Harry Potter."
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