Brand news: The brand that returned to Israel, and the chain celebrating 11

Attention runners: The Spanish running and outdoor footwear brand ATOM – one of the most innovative and leading brands in Spain and Portugal – is coming to Israel with a rich collection and two groundbreaking new models for road and trail running, setting a new standard in performance, comfort, and design:

Terra-Max: Trail shoes inspired by the extreme sports world, developed in collaboration with Mario Roman, Spanish world champion in Hard Enduro motorcycling, bringing extreme sports experience to trail running.

GP-Max: For road running, offering a light, stable, and precise running experience.

ATOM was born from the vision of Fluchos, a family company operating since 1962 and one of Europe’s leading manufacturers. It combines over six decades of production heritage, advanced technologies, and contemporary design, offering runners at all levels shoes that provide stability, grip, shock absorption, durability, lightweight, comfort, and optimal ventilation.

A.A. Orthopedics, one of Israel’s leading suppliers of advanced orthopedic solutions, will exclusively market in Israel models for all market segments – from trail running shoes and road running shoes to training and gym shoes, as well as the fashionable sports line, since ATOM shoes are also suitable for everyday walking and do not require running.

The APRIL chain exclusively launches in Israel Barénia Eau de Parfum Intense, a feminine fragrance by Hermès, offering a contemporary and restrained interpretation of classic Chypre fragrances, highlighting the interaction between skin and scent and based on leather. Perfumer Christine Nagel created a scent that develops on the skin, leaving a personal signature. The fragrance is built around the classic Chypre structure: Citrusy, floral, and woody, enriched with Calabrian bergamot processed according to Hermès standards; Batflay Lily – a rare white flower used for the first time in the brand’s perfumery; patchouli absolute; French oak wood from recycled wine barrel pieces; warm leather notes – Hermès’ signature. Philip Moka designed a bottle inspired by the brand’s Collier de Chien bracelet, in an elliptical shape, with pyramid studs, an embossed saddle nail at the glass base, and amber finish – all paying tribute to Hermès’ design world.

Francis Kurkdjian created the new Miss Dior Essence, now on James Richardson Duty-Free shelves. A bold, direct fragrance with a dark and rich character, blending blueberry jam and elderberry syrup harmoniously. This new essence, with charm and power, targets Dior’s new woman – confident, breathtaking, deliberately provocative, and full of charm. It leaves a daring, addictive, ultra-feminine trail, echoing the spirit of Catherine Dior, Christian Dior’s beloved and brave sister, who inspired the fragrance. The famous bottle is cut like a suit with a luxurious black gabardine bow tie.

Luxury skincare brand La Mer officially launches in Israel via Estée Lauder Companies and opens its first pop-up store at the Ramat Aviv Mall, in collaboration with Factory 54.

The brand offers groundbreaking products based on marine fermentation processes, unique ingredients, and innovative technologies, centered on the “Miracle Broth™” formula. Iconic products include the legendary Crème de la Mer moisturizer, deeply nourishing, soothing, and supporting natural skin cell renewal; the skincare serum The Concentrate; and award-winning face and eye oils.

La Mer’s story began when Dr. Max Huber, an aerospace physicist who suffered burns in a lab accident, discovered the healing and regenerative powers of seaweed. After 6,000 experiments and 12 years of research, he developed the “Miracle Broth™”, extracted from sustainably harvested seaweed, vitamins, and minerals undergoing a 3–4 month slow fermentation with light and sound exposure – mimicking life from the sea. The result: A miraculous elixir that helps the skin repair, retain moisture, and restore radiance from within.

The pop-up, inspired by ocean waves, offers a multi-sensory experience of light, sound, and movement. It includes a treatment room for beauty treatments using sea-inspired techniques: Wave motions and soothing bubbles reflecting the brand’s philosophy – providing hydration, repair, and rejuvenation from the inside out.

Galaxy Technologies presents the new generation for skin firming and rejuvenation – SOFWAVE technology, delivering measurable and natural results via an intelligent ultrasound system developed by Dr. Shimon Akhoviz – one of the leading minds in medical technology, assisting in skin firming and wrinkle smoothing while stimulating natural collagen production. This advanced medical technology is FDA-approved in the U.S., CE-certified in Europe, and considered one of the safest and most effective systems in non-invasive aesthetics.

Sofwave works at a depth of ~1.5 mm in the upper dermis, generating controlled heat that triggers the body’s natural healing mechanisms. Results include increased collagen and elastin production naturally, without tissue damage, burns, scars, or downtime; improvement in facial, neck, and jawline firmness, and a refreshed, vital appearance after one session. Optimal results require a short treatment series. Suitable for men and women of all ages.

Galaxy Technologies, owned by Itay and Ofir Gal, leads Sofwave’s penetration in Israel, working with doctors and clinics nationwide, setting a new standard of professionalism, transparency, and personal service, making advanced medical technology accessible, previously only available abroad or in elite clinics. The vision is to make natural, healthy firming accessible.

The New York brand Remington, celebrating 88 years, launches women’s hair dryers, straighteners, and curlers designed to protect hair health. For men, it offers hair clippers, shavers, and beard styling tools.

Remington pioneered advanced technologies and was the first brand to integrate nourishing components into styling devices, such as conditioner particles and Moroccan oil. The Pro Ceramic Extra straightener – one of Israel’s best-sellers – has wide plates, three times smoother than regular ceramic plates, lasting longer. The HC6000 hair clipper for men has a powerful turbo motor adjusting to hair type, Japanese steel blades with self-sharpening, delivering maximum precision and accurate results.

The beloved Nono chain celebrates 11 years, inviting the public to a series of special festive evenings in November and December at its Herzliya and Hod HaSharon locations. Renowned chefs will present their unique styles and flavors, offering a delightful culinary experience with menus created specifically for these evenings, including alcohol and treats.

Featured chefs: Hilel Tavakuli (Daria, Animar), Jonathan Sharon, David Eldan, Einav Berman (Orna & Ella, Asif), Hedai Offaim (Offaim Farm), offering dishes that tell personal stories, inspiration, contemporary flavors, and love for food.

With an investment of about NIS 4.5 million, the Tiv Taam chain opened its first branch in Kfar Saba, the first business in the new Levintech complex of the Levinshtain Group in green Kfar Saba.

The neighborhood-urban format branch operates 7 days a week, including Saturdays and holidays, joining 24 identical branches. It has customer parking and an urban design, including self-checkout for those who dislike queues. The opening is part of the chain’s strategy to strengthen its presence in the heart of Israeli urban communities. During the month, there are promotions, discounts, and special benefits for all customers and club members.

Dr. Fischer’s R&D laboratories developed Kamil Blue Sensitive Oat, a gentle baby shampoo enriched with oat extract to moisturize and soften skin and hair. The formula contains pro-vitamin B5, leaving hair clean, soft, and with the beloved scent of the oat series. Clinically tested, ultra-sensitive, tear-free, suitable for daily use from birth (except preemies).

Osem-Nestlé launches KITKAT Chunky Funky – a version combining a crisp wafer wrapped in milk chocolate with a white chocolate layer, and the new Crunch wafer, bringing the ultimate chocolate-waffle experience with rich milk chocolate and addictive crunch.

Ferrero launches the new Super Mario Kinder Joy edition; available as a single egg or special triple-pack with a colorful handle. Each Kinder Joy egg contains one half with milk and cocoa cream and two crispy wafer balls, and the other half with a toy from the Super Mario universe.

The brand also launches Ferrero Collection Grand Assortment – a gift box combining Ferrero’s favorite pralines, including Raffaello, Ferrero Rocher, and Ferrero Rondnoir, plus two new flavors exclusive to this edition. The box contains 20 pralines: Ferrero Rocher – a crispy wafer ball coated in milk chocolate and hazelnuts with hazelnut cream filling and half a whole hazelnut; Raffaello – delicate wafer coated in coconut with coconut cream filling and a whole almond; Ferrero Rondnoir – dark chocolate praline with a rich, smooth filling and premium dark chocolate core; Ferrero Cappuccino – crispy wafer with milk and coffee cream; Ferrero Mandorli – delicate praline with almond and milk cream, with whole almonds in the center.

There is also a photo filter, QR code scan revealing a variety of stickers and backgrounds from the Super Mario universe.

Following the success of the PRO protein-enriched chocolate bars, Max Brenner launches for the first time in Israel protein-enriched chocolate bars in two flavors: Dubai chocolate bar and salted caramel chocolate bar with 27 grams of protein.