The Israel franchise of the French men's fashion chain Celio is the first franchise in the world to get permission to design and adapt a local collection. Celio Israel is owned by the Fishman group.
Celio's decision resembles a decision three years ago to allow Lee-Cooper's Israel franchise to design a collection adapted for Israeli tastes under the British brand name, without importing samples.
In the case of Celio as well, competition against other Israeli fashion chains for men, presumably leaving Israeli-held franchises of international fashion brands no choice but to adapt to Israeli tastes, which tend to be less conservative than in Europe.
The collection will be designed to suit Israeli style, and the country's Mediterranean climate and humidity. The main change will be in European-style T-shirts, to offer a broader range of fashions, and more models. Another change will be more low-cut styles in jeans.
Celio Israel is due to open at least five stores in this year, at a cost of NIS 3 million. The chain currently has 11 branches, and plans to have 26 by the end of 2006, all located in malls.
Eliezer Fishman is the controlling shareholder in "Globes".
Published by Globes [online], Israel business news - www.globes.co.il - on April 11, 2005