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911 Fashion owns and operates 30 multi-brand shops, under the name STORY. Altogether, there are 80 brands sold in STORY, 60 of which story exclusively represents in Israel. STORY is highly regarded for its commitment to excellence in terms of quality, design and customer service. Story's platform is often used in order to bring light on new brands and new products.


STORY always strives forward with dedication to distinction and attention to detail regarding quality, design and customer experience. Story’s platform specializes in building the best foundation to launch new brands, initiatives and product innovations.

Our stores are highly known to be the destination where ones come to seek inspiration and discover the upcoming advanced collaborations.

As part of the company's agenda to represent the finest fashion & lifestyle brands out there, a couple exclusive stores offer carefully selected premium brands, a few to mention are A.P.C, Filippa K, Saturdays NYC, Vagabond Atelier and more. These prestigious locations, Ramat-Aviv Mall & TLV Fashion Mall have become the ultimate places to absorb the international fashion scene in a local atmosphere.


:story operates the first boutique department store in Israel. This exciting flagship consists of 850 sqm in the heart of the White city, Tel Aviv and combines over 100 fashion, lifestyle and home design brands.

This vibrant concept store has dedicated spaces for each brand and showcases pioneering collaborations.

:story Dizengoff square is the place for creatives to seek inspiration, discover new and upcoming innovations, and is the ultimate location to experience the international fashion scene.



911 fashion operates few mono-brand concept stores and shop in shop and brings to life the brand DNA, via design, full collection range, trained staff and magical atmosphere.



is represented by 911 FASHION since 2019.

The Dutch fashion and lifestyle brand has grown rapidly in the Israeli market. The company operates 3 mono-brand stores, all located in prime locations in Tel Aviv, and planning 5 new stores.

The SCOTCH & SODA chain in Israel is a continuous global extension of the brand, bringing to life its DNA through aligned design, look & feel and full collection range.

The company also launched the brand's dedicated e-commerce platform to offer a full omni-channel experience:



has been represented by 911 FASHION since 2020.

The British fashion brand has been introduced to the Israeli market through dedicated shop-in-shops under the well-known roof of the :story multi-brand chain.

The first mono-brand store was launched in 2022 in a new premium shopping center in Tel Aviv. The company is due to open 2-3 more locations in 2023/4.


911 fashion officially partnered with alo yoga in 2022 as their retail representative and local operator. The company opened the first flagship mono-brand store for the brand in February 2023, as well as a shop-in-shop in :story's flagship in the heart of Tel Aviv. Due to the demand, a second store joined the following May.

The L.A based brand will expand to 5 mono-brand stores by 2024, aside additional shop-in-shops within the successful :story multi-brand chain. alo's stores in Israel are fully aligned with the brand's global design and wellness philosophy, offering the full and holistic experience to Israeli local community.


is our designated footwear multibrand store offering our strongest brands, full range collections and exclusive collaborations.

The new and exciting concept has been received extremely well in our market, enabling us to expand to additional locations and add another successful chain to our retail fleet.

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