Home Baby brand Gap partners with Amazon for distribution deal – WWD

Gap partners with Amazon for distribution deal – WWD


Gap Inc., in a potential distribution boon, is teaming up with Amazon Fashion in the United States and Canada to offer thousands of Gap brand products.

The partnership, unveiled on Thursday, includes what Gap described as “modern, basic family essentials” including hoodies, t-shirts, jeans, socks, underwear and sleepwear for adults, teenagers, children and babies.

The launch also includes babyGap-branded nursery furniture and baby gear like strollers, bassinets, bassinets and other items.

The products are already available on Amazon.com.

The development apparently went well with Wall Street, which on Thursday afternoon pushed Gap Inc. stock up 6.8%, or $0.72, to $11.35, although the market had experienced a huge recovery after the Consumer Price Index report on slowing inflation.

“Collaborating with Amazon Fashion gives us a new channel to bring Gap’s modern American essentials to even more customers in the United States and Canada,” said Mark Breitbard, President and CEO of Gap Brand. “We are thrilled to take this step with Amazon Fashion, expand our product offerings and deepen our connection with consumers through the Gap brand store.”

“At Amazon Fashion, we are continuously expanding our product offerings for our customers,” said Muge Erdirik Dogan, President of Amazon Fashion. “We’re excited to make shopping for Gap products even more convenient for customers with fast, free Prime shipping.”

“This is the first time that Gap has sold its products in Amazon stores,” a Gap spokeswoman told WWD. “The product sold in Amazon stores is an assortment of the same product that is offered in Gap stores and online, so this product is not exclusive to Amazon.”

Products are now available for purchase at Amazon.com/Gap or by searching “Gap” on mobile or desktop devices. The collection will include thousands of family-friendly items, all available for purchase with Amazon customer service, including fast and free Prime delivery.

Delta Children, a family-owned company that designs children’s furniture, has created babyGap-branded nursery furniture and a collection of baby gear in a deal facilitated by Gap’s licensing agency, IMG. The new range, available on gap.com, Deltachildren.com and Amazon.com, includes cribs and crib mattresses with crib bedding, as well as recliners, strollers, bassinets and swaddles, with additional categories expected soon.

The news from Amazon is positive for Gap Inc., following a series of setbacks, including the premature termination of collaboration with Kanye West, who now calls himself Ye, after disagreements between the two parties over how the agreement was executed as well as anti-Semitic comments. In September, the company announced to its employees that it would end the partnership and subsequently pulled all Yeezy Gap products from shelves.

The company has been continuing its search for a CEO since the sudden departure of Sonia Syngal in July. She was replaced on an interim basis by Bob Martin, executive chairman of the board.

The $16.7 billion Gap Inc. has had a sustained failure to pull itself out of the slump. Its three biggest brands — Old NavyGap and Banana Republic – all faltered for a while, though Old Navy only in recent seasons after a series of missteps over sizing and fashion errors.

Banana Republic, although still experiencing a drop in sales lately, since the fall has presented more elegant and attractive collections reminiscent of the brand’s safari style roots.

There have been concerns about Gap Inc.’s inventory levels and costs, although the company’s pack-and-hold strategy and lower inventory purchases this year as well as lower costs due of the cessation of air freight transport should help Gap’s financial results. go forward.

The combination of macroeconomic issues and ongoing internal problems sent Gap into the red in the second quarter ended July 30, when the group lost $49 million, compared to a profit of $258 million in the year-ago quarter. former. Net sales of $3.86 billion were down 8% from $4.2 billion last year. Comparable sales were down 10% year over year.