18-02-2025
Israeli Brand Seeks Presence in Morocco Amid Calls to End Ties with Israel
Rabat – Israeli department store chain Hamashbir Lazarchan has reportedly signed an agreement with Kenneth Cole to sell its products in different countries, including Morocco.
The Jerusalem Post reported the Israeli company signed the agreement with Kenneth Cole on Sunday.
Kenneth Cole has a limited presence in Morocco, with just a few displayed at franchises such as Marjane Mall, including luxury watches.
In addition to Morocco, Hamashbir Lazarchan, which is also known as Hamashbir 365, seeks to sell Kenneth Cole products in all EU countries as well as in the UK.
The news outlet said this is part of the company's international expansion, with the goal to accumulate about $400 million in brand sales between 2026 and 2030.
'This sales forecast is based on the company's estimate that by 2028, 30 brand stores will operate through franchisees, as well as the company's experience in brand penetration and sales in Israel,' the Jerusalem Post said.
The agreement between Kenneth Cole and the Israeli company will run for a five year period with two additional five-year extension terms.
A conflict of consumer morals
The Israeli company's ambition to sell Kenneth Cole's brand in Morocco could face backlash at a time when Moroccans are actively calling on the government to end ties with Israel for the genocide they inflicted upon Palestinians in Gaza.
The calls have been ongoing since Morocco signed a tripartite agreement in December of 2020, under which the North African country re-established diplomatic ties between the two countries.
Under the agreement, the two governments agreed to further bilateral ties and cooperation at all levels, including trade, security, and military.
The decision garnered a division among activists and intellectuals. Many, however, have shown strong opposition and stood firmly against the renewed ties between Rabat and Tel Aviv.
Morocco's government, however, has reassured the concerned citizens by reaffirming its position in favor of an independent Palestinian state with East Jerusalem as its capital.
The sentiment against ties with Israel further developed following the genocide that Israel launched against civilians in Gaza on October 7, 2023.
Since the start, Moroccan cities have been hosting a series of protests demanding the end of bilateral ties with Tel Aviv while calling on the government to freeze all other trade cooperation with Netanyahu's government.
Further backlash ignited this week after reports said that Israeli Minister Miri Regev is participating in a road safety conference in Marrakech.
On Monday, a group of Moroccan activists filed a lawsuit against the minister, describing her as a 'terrorist minister.'
The complainants said that the lawsuit is based on accusations against the minister's criminal past and her responsibility in the current government for committing war crimes and argue that the minister's presence is provocative to the feelings of the Moroccan people, calling on judicial authorities to take the necessary legal action against the minister.
