After leaving Adika, Dedi Schwarzberg and the group of Adika founders who retired from the company set up a new American fashion site, in the United States, Calcalist has learned. The e-commerce site was launched about a month ago under the name Edikted.
The site caters to young women in Generation Z and markets fast fashion items and fashion accessories at prices for money, similar to the Adika site, which was founded by the founders. From browsing the site, it appears that the shipping option to Israel does not exist in Edikted, and at the moment the new website sends fashion items to 26 countries in the US, Australia and Europe. Among other things, the company allows shipping to Canada, Mexico, England, Germany, France, Holland, Spain, Belgium, Italy, Sweden, Greece and other Eastern European countries.
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The new site Edikted. “Online fashion brand that appeals to the Z generation” Photo: Screenshot
It is a company established in the US, but managed from Israel. The site’s founders write about themselves that they are a group of people who dream of fashion and have identified a need for trendy fashion, at an affordable price, that does not compromise on quality or style. “With over 10 years of industry knowledge and experience In the past, we worked tirelessly around the clock, designing and creating items from scratch, to bring you the Edikted brand. “The founders also write that” Edikted, created by the founding members of a previously successful clothing brand, is an online fashion brand that addresses the Z generation, and is influenced Very much from pop culture, technology and style. “The site’s people write that they focus on providing customers with” the most coveted styles, from clothes to accessories, inspired by the look of street fashion. We believe that everyone deserves a leading, trendy, affordable approach, regardless of learning. ”
Schwarzberg and the group of founders left Adika after a media dispute with the controlling shareholder, the Golf Group, and the parent company Clal Industries, which arose, among other things, due to disagreements over the pace of Adika’s development in the United States.
Right: Schwarzberg and Len Belvatnik, the controlling owner of Golf. Disagreements over US expansion
The dispute reached the doorstep of the court with mutual claims. Yesterday the parties signed a compromise agreement and removed the mutual claims against each other. Golf Group will waive the monetary claim it has filed against Schwarzberg and the claims against it, and Schwarzberg will waive the request for disclosure of documents prior to a derivative claim he filed against Adika, without any payment. The parties will file motions to dismiss the claims in court. “At the same time, a compromise agreement was signed between Adika and Schwarzberg and former officials at Adika, according to which the parties waived their claims against each other, subject to the rejection of the claims,” the Golf Group reported yesterday.
Dedi Schwarzberg has applied to the court to compel the Golf Group to disclose documents prior to filing a lawsuit, arguing, among other things, that Golf and Clal Industries are violating corporate governance rules. In response, Golf filed a lawsuit against Schwarzberg in the amount of NIS 800,000 and then amended the amount of the lawsuit to NIS 2.4 million, claiming that Schwarzberg had violated the agreement and acted in bad faith. As stated, both parties waived their claims against each other.