Fashion giant ANTA enters Israeli market with 30 million shekel investment
One of the world's largest sports brands is heading to Israel: Castro-Hoodies and Renuar have signed an agreement to establish a joint venture for the Chinese brand ANTA. The initiative includes opening a retail chain, an e-commerce site, and wholesale distribution, with an initial investment of approximately 30 million shekels.
The Castro-Hoodies and Renuar groups have announced a collaboration to launch the Chinese brand ANTA in Israel. The companies will operate through a dedicated subsidiary focused on wholesale distribution, the establishment of a retail chain, and the operation of an online sales platform.
The initial investment for this venture is estimated at approximately 30 million shekels, with operations expected to commence during 2027. Under the founders' agreement, Castro-Hoodies will hold a 51% stake in the subsidiary, Renuar will hold 39%, and Israel Chen will hold 10%.
Israel Chen, formerly of the ING company, has been appointed CEO of ANTA's Israeli operations. ING, which specializes in the import and wholesale of premium sports brands—including the Swiss brand On—will transfer its operational infrastructure and points of sale to the new entity.
«We are delighted by this strategic partnership with the Renuar group and Israel Chen. The combination of our partners' experience and deep familiarity with the retail and sports market will allow us to build a strong infrastructure for the brand from the very beginning and make one of the world's leading sports brands accessible to Israeli consumers,» stated Yair Ohayon, CEO of the Castro-Hoodies group.
Serge Deri, CEO of the Renuar group, described the collaboration as a «natural» continuation of their previous joint efforts in the sports sector. Israel Chen added that he is excited to lead the brand's presence in Israel, citing the role as a perfect blend of his professional background and personal passion for sports.
Last month, Castro-Hoodies entered into a distribution agreement with ANTA SPORTS, the Chinese sports giant listed on the Hong Kong Stock Exchange. The company operates over 10,000 stores in China and approximately 250 locations internationally. In 2025, its total revenue reached approximately 11.6 billion dollars.
ANTA is also the controlling owner of the Finnish sports conglomerate Amer Sports, which owns brands such as Arc'teryx, Wilson, Salomon, and Peak Performance, and is the largest shareholder in the German sports brand Puma.
The finalization of the agreement and the asset purchase from ING remain subject to various conditions, including third-party consents and approval from the Competition Authority.
