Israel’s premium retail scene is getting a new technology push. The Irani Group, the company behind multi-brand retailer Factory 54, is launching an in-house division focused on artificial intelligence, with the goal of developing tools for retail technology across its business.
According to the report, the new unit will be known as F54 AI Labs and will work on AI platforms, intelligent agents and other advanced solutions that can be used throughout the company’s value chain. The group says the move is intended to make innovation a central part of its long-term strategy, rather than something handled only through outside partners.
Yifat Irani, co-owner and co-CEO of the company, said the future of retail will be defined by the meeting point of brands, data and artificial intelligence. She described the launch as a natural next step for the business, adding that the company wants to create solutions in Israel that can support growth in international markets as well. The Irani Group represents several global labels in Israel, including Saint Laurent, Skims and Balenciaga, and operates 145 stores serving more than one million customers.
The company has also named Gilad Zirkel as chief technology officer. He will lead F54 AI Labs and oversee the group’s broader technology direction in Israel and Europe. The new AI division arrives alongside the group’s NIS 100 million venture investment fund, which focuses on retail, digital commerce and data startups. Since the fund began in 2021, the company says it has invested in ten startups and has also acted as a design partner through product development, pilot programs and commercial rollout support.
The move comes as fashion brands and retailers continue testing AI for both customer-facing and operational uses, from styling tools to backend systems. Industry research cited in the report suggests the technology could unlock major value in Europe, though companies still need to move beyond small pilot projects to capture it.
Source: wwd.com
