Union Liv

יוניון ליב

Union Liv is the long-term rental arm of the Horesh family's Union Group, set up in August 2021. It won North lot 3208 on 26 March 2025: 323 homes under the state's Dira LeHaskir programme, about half at regulated rents for 20 years, for ₪185.6M for the land, about ₪241M with development and ₪274M with VAT. It chose Milbauer Architects in July 2025; no design plan approval or rental marketing had been published by 28 September 2026.

The company

Legal name: Union Live Ltd יוניון ליב בע"מ
Founded: August 2021 (ICE, March 2023); company number 516442514
Founders: The Union Group of the Horesh family
Head office: Yigal Alon 67, Tel Aviv
Listed: Private company, no exchange listing
Ownership: Owned by George Choresh, an Israeli-British businessman born in 1944 who controls the Union Group across vehicle importing, pharmaceuticals and real estate. Union Liv is the group's residential rental arm; ICE named Amir Shoham as its chief executive in March 2023.
Scale: Announced in March 2023 a target of about 1,000 long-term rental homes within five years under the brand U LIVE. Two Dira LeHaskir wins by September 2026: Givat Ram, Jerusalem (234 homes, closed 30 December 2024, ₪110.6M) and Sde Dov North lot 3208 (323 homes, March 2025).
Elsewhere: Givat Ram, Jerusalem: 234 homes on 8.7 dunams (176 for long-term rent, 58 for sale), Dira LeHaskir tender closed 30 December 2024 for ₪110.6M, 10 per cent above the ILA appraisal
Herzliya: rights to about 92 small units bought from the Shamir group and others, planned as the first U LIVE rental building (March 2023)
Florentin, Tel Aviv (Sh. Ganani Street): a pilot rental building (March 2023)

What a buyer from abroad should know

Like the other Dira LeHaskir winners, these are regulated long-term rental units and not apartments for sale: about half are let at a regulated rent to eligible tenants for 20 years and the rest at market rent. The company has published no Sde Dov page, in Hebrew or English (September 2026).

What it paid, and for what

Every recorded acquisition in the district, with the source for each.

North district, Dira LeHaskir, tender 282/20242025-03-26
lot 3208323 homes₪241M
About ₪241M with development (Ynet); ₪185.6M for the land alone and ₪274M with VAT and development (Magdilim). Five bids. Long-term regulated rental. A separate win from Africa Israel's rental lots.

Timeline

Won North rental lot 3208 (323 homes, 6,364 sqm, Dira LeHaskir tender 282/2024), 26 March 2025, against four other bids: ₪185.6M for the land, 38 per cent below the ILA appraisal
Chose Milbauer Architects for lot 3208, July 2025
No design plan approval reported as of 28 September 2026

Where sources disagree

Published figures that do not match. Both readings are given rather than one being chosen.

What did Union Liv pay for the 323-unit rental lot?

₪241M
- Calcalist: tender coverage2025-03-26
₪274M including VAT and development, about ₪849,000 per home
- Magdilim: developers paid over ₪4B for Sde Dov North land2025-03-27
₪185,555,559 for the land, against an ILA appraisal of ₪300,979,000 (38.3 per cent below)
- WizBid (aggregates Israel Land Authority results): Union Live Ltd tender wins and ILA appraisals2026-09

The same transaction: ₪185.6M for the land, about ₪241M with development and ₪274M with VAT and development.

How many homes are on lot 3208?

323 homes
- ICE: the Sde Dov North tender closed, the winners2025-03-26
320 homes, about half for eligible long-term tenants
- Sde Dov district news site (aggregator): architects chosen for the Central and North skyline2025-07-28

The tender marketed 323 units; the district news site's 320 is a rounding. This site records 323.

Sources

Everything on this page traces to one of these.

Ask about Union Liv's projects

We answer by email, independently, with sourced facts from the field.