Terminal X Acquires Controlling Stake in Fashion Brand Sde Bar
Terminal X, part of the Fox Group, has acquired a controlling stake in the fashion brand Sde Bar in a multi-million shekel deal, following a year of negotiations with founders Adi Cohen and Ariela Avitan.
Adi Cohen and Ariela Avitan, who met about 20 years ago at the Kfar Pines Ulpanah and began sewing clothes on a home sewing machine, have signed a multi-million shekel deal. Under the agreement, Terminal X, part of the Fox Group led by Harel Wiesel, acquired a controlling stake in the fashion brand "Sde Bar".
According to an interview with Ynet, the approach to the Fox Group stemmed from an independent initiative by the two founders. After the business grew rapidly and reached a turnover of about 20 million shekels, Cohen and Avitan found themselves managing a complex supply chain, customs brokerage, and containers from China, rather than focusing on design and customer relations.
To enable the company to take the next step and meet growing demands, they prepared a simple A4 sheet with financial data and approached the group's management. Negotiations lasted a year and concluded with the signing of the deal, while preserving the brand's DNA and keeping both founders as shareholders and managers.
For Harel Wiesel, the move fits into the group's familiar business model: identifying small, promising brands and growing them to a turnover of about 100 million shekels or even an IPO. The partnership provides "Sde Bar" with robust logistical backing, advanced information systems, and shipping and distribution capabilities that will enable a full response to high demand.
