The Italian fashion chain, Benetton, will open its first flagship store in Dizengoff Center in the coming months. According to the Calcalist business newspaper, Israeli franchise owners, businessmen Dubi Shneidman and Eran Weizer, also have plans to open 10 other locations across Israel.

The Italian fashion chain has some 6,000 stores in 120 countries around the world.

Benetton’s first foray in Israel ended in the 1990s, with high prices for its clothing blamed for its failure. Calcalist said the new franchisers have promised to compete with prices similar to those at Zara.

Benetton is the latest international brand to enter the Israeli retail market, following the arrival of The Gap, H&M, American Eagle Outfitters and Forever21.

Shneidman and Weizer are expected to receive the Dizengoff Center store on June 15 and begin renovations. The store measures 2,700 square feet in size and has a gallery measuring another 1,600 square feet.

Calcalist reported that Benetton is expected to invest some $430,000 in the store.