Fox Group Integrates Dyson Flagship Store into Dream Card Loyalty Club
The Fox-Wizel Group has integrated the new Dyson flagship store in Glilot into its Dream Card loyalty club, offering up to 15% cash-back on premium appliance purchases. Fox recently secured exclusive distribution rights for Dyson in Israel, with plans to open four additional branches nationwide.
The Fox-Wizel Group is strengthening its Dream Card loyalty club as the newly opened Dyson flagship store at the Big Glilot complex joins the network. Customers can now redeem loyalty points at the branch and receive significant cash-back rewards, with regular members earning 10% and Dream Card VIP credit card holders accumulating 15% on purchases. The 200-square-meter Glilot branch is the second Dyson store in Israel, following the opening in Petah Tikva operated by the previous franchisee. Fox recently acquired exclusive distribution rights for Dyson in Israel, ending a 25-year partnership with B.N.Z.K., owned by Zvi Cohen and George Horesh, who also imports Toyota and H&M.
Expansion Plans and Pricing Strategy
Dyson plans to open at least four more stores across Israel, located in Eilat, Haifa, Jerusalem, and the Ramat Aviv Mall, alongside a dedicated e-commerce website. While the hefty price tags on Dyson appliances allow customers to accumulate hundreds of shekels for future purchases at Fox-Wizel chains—such as Fox Home, Foot Locker, Mango, Nike, American Eagle, and Terminal X—the initial pricing remains high. For example, the new Dyson robotic vacuum cleaner is priced at 4,899 NIS, compared to 779.99 British pounds (approx. 3,284 NIS) in the United Kingdom. Other items, such as the V8 Cyclone vacuum at 1,650 NIS and the V15s Detect at 3,499 NIS, show that local prices offer no discount compared to existing electronics retailers or international markets.
Future Product Lineup
Dyson continues to expand its portfolio beyond vacuum cleaners, facing fierce competition from Chinese robotic cleaning brands while dominating the personal care and air purification sectors. The brand recently launched its advanced AI robotic vacuum in Israel featuring green LED stain-detection technology. Looking ahead, Dyson plans to introduce a water flosser by late 2026, followed by kitchen appliances such as blenders, toasters, deep fryers, and food processors in the first quarter of 2027, and coffee machines by the third quarter. These upcoming kitchen products aim to solve complex engineering challenges, mirroring the company's innovative approach in hair care and environmental control.
