Ben-Avraham launched the PROJECT global tradeshow in New York in July 2003, changing the way the men's fashion industry does business. By creating this visionary event, Ben-Avraham tapped into the shift in tastes of contemporary shoppers, and provided a forum where a new segment of the menswear industry could develop and flourish. Having emerged as a direct result of PROJECT, the Premium market continues to thrive, with more growth than ever before in designer denim, premium sportswear companies and retail stores catering to the premium consumer. Reflecting the incredible growth of the premium contemporary category and forever mirroring the demands at retail, PROJECT now includes Men's, Women's Kid's and Accessories. 

Ben-Avraham retail family expanded 2006 to include ESTHETE, a multi-brand designer boutique located in NYC's trendy Meat Packing district as well as two new sophisticated Atrium siblings: a men's and women's premium boutique and a separate designer outpost for kids, bringing designers like Marc Jacobs and Alexander McQueen to the chic upscale town of Livingston, New Jersey.  Next, be on the lookout for Atrium Miami, a lux concept shop at 1931 Collins Avenue - doors opening January 2007!

With the bi-coastal trade shows, a growing retail empire, and hundreds of imitators, Sam Ben-Avraham has created a new business model for the fashion industry - fast paced, risk-full and experimental; bringing the premium fashion industry continuously and relentlessly forward along with him.