The manufacturing license will revert to parent company Vanity-Fair, which has opened a wholly-owned subsidiary to represent it in Israel.
The license to handle the Lee jeans brand name was transferred three weeks ago from Delta to Lee parent company Vanity Fair, which has opened a wholly-owned subsidiary to represent it in Israel. Delta handled the Lee brand for three years. The decision to terminate the relationship with Delta stemmed from weak sales in the local market.
The Lee brand name will be imported and marketed by the Vanity Fair office in Israel. Vanity Fair is a US textile conglomerate, considered the largest apparel manufacturer in the world, with an annual sales turnover of $5 billion. Among the concern’s major brands: Wrangler, Lee and Jansport.
This is the first case that a US company of this magnitude has opened full representation in Israel. The parent company will invest $5 million during 1997-98, in establishing and building up an marketing infrastructure and will employ a staff of 50 in management, marketing and sales.