The arrival of Italian fashion brand Tezenis is bringing a wave of renewal to the Israeli fashion market. Having enjoyed great success across Europe, Tezenis offers a blend of Italian style, quality and affordability. But will it be enough to win over discerning Israeli consumers? Tezenis, Women’s Bikini – Top: NIS 69.90, Bottom: NIS 44.90, Men’s Boxers: NIS 89.90, Girls’ Bikini: NIS 69.90, Boys’ Boxers: NIS 69.90 (Courtesy of PR Overseas)
Part of the Italian Calzedonia Group, Tezenis is known in Europe for offering a wide range of underwear, swimwear and leisurewear for women, men and children. The brand’s first store in Israel recently opened in Eilat’s Seven Stars Mall, a strategic move that allows both consumers and tourists to experience the new brand. With the store opening, Tezenis aims to introduce locals to its philosophy of contemporary design, comfort and competitive prices. Tezenis in Eilat (Photo credit: Private)
During my advance tour of the store, I was deeply impressed with the experience Tezenis offers Israeli consumers. The swimwear selection is extensive, with an incredible variety of cuts and colors to suit every taste and style. What particularly stood out were the unique beachwear items that complete the overall look and allow for a smooth transition from the sea to the boardwalk.
TEZENiS (Credit: PR Overseas)
What impressed us most was the pricing: contrary to what one might expect from a European brand, Tezenis’ prices are very affordable. This allows Israeli consumers to enjoy Italian quality and design at an affordable price, which is a major advantage in the local market.
The overall impression of the store was very positive. The ambience, the wide range of products and the attractive prices made for a fun and exciting shopping experience. It is clear that many people are looking forward to the opening of a national store, especially in the central region. This certainly seems like a positive sign for the future. TENEZIS (Credit: PR Overseas)
A notable feature of Tezenis is the frequency with which it updates its collections. According to company representatives, the brand updates its products every four months, allowing it to quickly respond to changes in global trends. This strategy may suit the dynamic Israeli market, characterized by consumers who love to keep up with the latest fashion. Tezenis (Credit: PR Overseas)
A big hit in Europe, Tezenis’ swimwear collection features a wide range of styles, from bold prints to classic designs. The brand also offers a line of sequined and stone-embellished swimwear, with obvious appeal for those who want to stand out on the beach.
Besides swimwear, Tezenis offers a wide range of clothing collections, including dresses, skirts, shorts, tank tops and T-shirts. The brand’s linen collection may be particularly appealing to Israeli consumers, given the local climate.
For example, bras range in price from NIS 49.90 to NIS 159.90, and swimsuits from NIS 44.90 to NIS 139.90. These price ranges position the brand in the mid-range of the Israeli fashion market, giving it the potential to compete with both fast fashion and luxury brands. TENEZIS in Eilat (Photo courtesy of PRIVATE)
But the Israeli market is notoriously competitive and difficult — many international brands have tried to succeed here, only to be forced to pull out. Tezenis’ challenge will be to prove its added value to Israeli consumers, who are already familiar with a wide range of options for lingerie and swimwear.
It remains to be seen how the local market will react to Tezenis’s entry. Will Italian style, competitive prices and frequently updated collections be enough to establish the brand’s presence in Israel? The answer will become clear in the coming months, when Israeli consumers will vote with their feet and wallets. Tezenis (Credit: PR Overseas)
It is worth noting that Tezenis is not the only brand from the Calzedonia Group to recently enter the Israeli market. The group’s leading swimwear brand, Calzedonia, has also entered Israel, opening several stores across the country. Calzedonia offers its latest collection of beachwear and swimwear for Summer 2024, with an emphasis on innovative designs, rich colors and diverse prints. With branches in Eilat, Petah Tikva, Ashdod and Rishon LeZion, Calzedonia expands the presence of Italian fashion in Israel, offering Israeli consumers an even greater choice of high-quality beach and swimwear styles.
