THE WHAT? Israel’s Delta Brands has signed an exclusive franchise deal to set up and run the Bath & Body Works brand in the Middle Eastern country, according to a report published by the Jerusalem Post.

THE DETAILS Under the terms of the agreement, Delta will invest some NIS60 million, launching an e-commerce site by the year’s end and opening some 30 stores across Israel by 2026. The deal spans seven years with an option to extend by a further seven.

THE WHY? Anat Bogner, CEO of Delta Israel, told the Jerusalem Post, “As part of the company’s growth and expansion strategy, we are excited to bring to Israel for the first time the world’s leading brand in the field of bath & body care products and thus expand the mix of products and brands we offer to our customers.”