Gap opens store — on Amazon

Gap Inc. is expanding its distribution via a partnership with Amazon Fashion.

The apparel giant’s namesake brand has launched a store on Amazon in the U.S. and Canada that includes what Gap described as “basic, modern essentials for the family.” The collection, which will feature thousands of items, marks the first time that Gap has sold its merchandise on Amazon.

The mix includes hoodies, t-shirts, denim, socks, underwear and sleepwear for adults, teens, kids and baby.  It also includes the BabyGap-branded line of nursery furniture and baby gear such as strollers, bassinets, cribs and more.  

The featured items are not exclusive to Amazon, but is an assortment of same product sold in Gap stores and on the retailer’s web site, according to WWD.   

“Collaborating with Amazon Fashion provides us a new channel to deliver Gap’s modern American essentials to even more customers in the U.S. and Canada," said Mark Breitbard, president and CEO, Gap brand. “We are excited to take this step with Amazon Fashion, to expand our product offering and to deepen our connection with consumers through the Gap brand store.” 

“At Amazon Fashion, we continuously expand 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 delivery.” 

The deal with Amazon comes as Gap is struggling to revive sales after a disappointing second quarter in which its net sales fell 8% to $3.86 billion, with a 10% drop in North American comparable sales.

The company is also still searching for a CEO, following the abrupt departure of Sonia Syngal as president and CEO in July.   Bob Martin, executive chairman, is serving as interim CEO.