After experience in the retail market, three entrepreneurs came together to found a huge department store chain in Israel inspired by the giant American department stores. Huge branches with everything your home needs from furniture to electronics and accessories, all in a large selection with an emphasis on super-competitive prices.
In order to move away from the perception of the popular stock stores of the period and to provide a spacious experience at a minimum price, a high standard American look and feel was chosen. Buy cheap without the low cost experience. The international experience is reflected in all the branding elements from the name through to promotions signage.