Gap selects Walmart to sell its new Gap Home brand

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The new world of retail has Gap making home goods for Walmart.

The two retailers have partnered to introduce Gap Home, a new brand of home goods including décor, tabletop, bedding and bath that will be sold exclusively on Walmart.com beginning June 24.

The two retailers called it a multiyear partnership that brings together Walmart’s scale with Gap’s brand heritage, but they declined to say when the merchandise will be available in Walmart stores.

“We will look for ways to bring Gap Home into Walmart stores in the future,” a spokeswoman said.

Gap Home launches with 400 items ranging in price from $15.88 for a washed denim pillow to $64.98 for a T-shirt jersey reversible king comforter set. The timing works well for back-to-college shopping, and the retailers said new merchandise will be added throughout the year.

Mark Breitbard, president of the Gap brand, said Walmart was selected because it’s already a global leader in the home category and has extensive digital reach and distribution.

The new Gap Home logo.
The new Gap Home logo.

“This partnership enables Gap to introduce a new category in a smart, scalable way,” Breitbard said in a news release. “Gap Home at Walmart opens a new door for Gap as a lifestyle brand delivering timeless American style in all-new ways.”

The partnership with Walmart is a licensing agreement with Gap.

Last year, Gap entered into an agreement with IMG to leverage its Gap, GapKids, babyGap, Banana Republic and Janie and Jack brands. IMG manages brands for athletes and fashion, owns and produces events such as New York Fashion Week and produces sports and entertainment media.

The exterior of the J.C. Penney that closed last year in the Timber Creek Crossing shopping center in Dallas.

More Gap brand extensions may be on the way. When it started working with IMG, Gap said it was exploring categories that included baby equipment and baby care, home décor and textiles and furniture.

“We’re thrilled that Gap selected Walmart as the exclusive retailer to debut its home brand,” said Anthony Soohoo, executive vice president for home at Walmart. The Gap Home collection will include items made with organic cotton and recycled materials, with denim and chambray in the mix.

The Walmart Supercenter at 13739 N. Central Expressway just north of I-635 on the west frontage road will close at the end of this month.
Singer Lady Gaga and designer Brandon Maxwell in London a few years ago at The Fashion Awards.

Twitter: @MariaHalkias

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