911 Fashion owns and operates 11 multi-brand shops, under the name STORY. Altogether, there are 150 brands sold in STORY, 100 of which are exclusively represented in Israel.

STORY is highly regarded for its commitment to excellence in terms of quality, design and customer service, its strong network and expertise in retail operations, particularly in urban as well as mid-price and luxury segments. All STORY stores are located in prime locations and provide a fresh shopping experience for the Israeli customer. All of these give STORY the position of a market leader in its category.