Femina Group Launches Liminal Brand with 3 Million NIS Investment
The Femina Group has launched Liminal, a new loungewear and lifestyle brand, backed by a 3 million NIS investment in 2026. The brand opened its e-commerce site and its first physical store at Azrieli Ayalon Mall in Ramat-Gan.
The Femina Group has officially launched Liminal, a new lifestyle and loungewear brand, following months of development and collection design. The brand's e-commerce platform went live yesterday, enabling nationwide purchases, and will be followed by the opening of its first physical store.
On Tuesday, Liminal will open its first flagship store at the Azrieli Ayalon Mall in Ramat-Gan. This physical launch marks the brand's transition from an online-only presence to a brick-and-mortar retail operation.
Strategic Expansion and Investment
The launch of Liminal is backed by an investment of approximately 3 million NIS in 2026. As part of its long-term expansion strategy, the Femina Group plans to open between 10 and 15 additional physical stores across Israel over the next three years.
For the Femina Group, this launch represents a major entry into a new retail category, expanding its business footprint beyond its traditional core market of lingerie, where it has historically operated under the Femina brand.
Brand Philosophy and Leadership
The brand focuses on leisurewear and lifestyle items designed around the concept of feeling at home. The collections feature soft, breathable fabrics, relaxed cuts, and minimalist designs. The name "Liminal" is derived from the concept of a transitional state between two worlds—specifically, the moment between being outdoors and returning home.
Influencer Sapir Avisror has been selected as the brand ambassador and will star in the upcoming launch campaign.
Dror Blumenstock and Uri Gur, co-owners and co-CEOs of the Femina Group, stated:
"After months of work, planning, development, and immense attention to the smallest details, we are opening our doors and allowing people to experience Liminal not through words, but through the products and the experience we have created."
