THE WHAT? Dior has opened a new store in Jerusalem’s Mamilla Mall, which is reported to be its largest boutique in Europe and the Middle East, according to a report by Israel Hayom.
THE DETAILS The store, located on the border of Jerusalem’s Old City, was originally set to open in May this year, with the launch date having been pushed back due to the ongoing COVID-19 lockdown.
Tami Biton, from Dior Public Relations, told the paper, “For the first time in Israel, the store will sell the brand’s fashion jewelry, sunglasses, bags, wallets and scarves, alongside cosmetics, skincare products and perfumes.”
THE WHY? According to Biton, the boutique opening indiciates the brand’s confidence in the Israeli market.
She said, “We’re talking about an official boutique of the global Dior brand, which even at times like these chooses to launch the store as planned, and that’s not to be taken for granted.” (sic)