THE WHAT? Fiver-owned WOW Cosmetics is set to expand its retail offering in Israel with the opening of four new stores within major malls, according to Globes.
THE DETAILS The retailer, which already has 57 stores, has also begun the redesign and upgrade of its outlets, led by Architect Ori Briton.
The stores will open in Malha shopping Mall in Jerusalem; Azrieli Mall in Tel Aviv; Rishonim Mall in Rishon Lezion; and Ra’anana’s Rananim Mall.
Shay Tangi, CEO of Fiver, stated, “WOW has excellent, high quality products, and we are adding to them the aesthetics and presentation that can provide a buying experience and better use.”
THE WHY? The company is looking to bolster the desirability of its product offering with the new and revamped stores and is looking to build on its brand awareness following the uncertainty of the COVID-19 pandemic.
Tangi said: “Although this period is not easy, we are looking ahead and already thinking about the day after. We have taken advantage of the time to think up and develop additional products and of course to redesign our existing products. We will gradually redecorate existing branches and of course the new branches will already be operating with the new branding so that our customers will enjoy an enhanced cosmetics experience.”