Fred Perry has a new distribution agreement for Israel.

After two years of effectively carrying Fred Perry as a brand at the retailers Factory54 and the Jeansbar, Al-Srad Ltd. has finalized and signed a distribution agreement with Fred Perry within Israel. The agreement takes effect immediately. Al-Srad will also open the first Fred Perry Authentic shop in the Sarona complex in Tel Aviv come fall.

“We are very excited about the opportunity to take full responsibility for the distribution of Fred Perry in our marketplace. The brand has performed beyond our expectations in our retail infrastructure and we are now very exited about opening the first FP shop in Sarona,” says Yossi Irani of Al-Srad Ltd. “We will also be safeguarding the brand equity to further wholesale distribution with selected retailers.”