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In the first-ever partnership between the two retail chains, Macy’s introduced an exclusive collection of Gap-branded sleepwear, underwear, and intimates.
The products for men and women, available on Macys.com and in select stores nationwide, range from pajama sets and loungewear to underwear, bras, boxers, and undershirts under the Gap and GapBody names. Prices range from $12.50 to $79.95. Centric Brands will design, produce, and distribute the line.
The Gap brand has struggled for years to recapture some of its past glory as the go-to place for denim and casual apparel in the ‘80s and ‘90s. The chain has lately been accelerating closings of unprofitable locations, including many flagships. In North America, the Gap banner had 481 company stores as of August 8, down from 1,767 at the start of the 21st century.
On its second-quarter analyst call, Gap’s executive vice president and CFO, Katrina O’Connell, said the Gap banner “continues to make great strides with exciting collaborations and partnerships as the brand executes against its strategy to reimagine its product icons in new and exciting ways,” citing a limited-edition partnership with women’s fashion and travel lifestyle brand LoveShackFancy. In 2021, Gap introduced an exclusive Gap Home collection at Walmart to mark its first partnership with another retailer.
Adrienne Gernand, president of B2B and international commerce at Gap Inc., called the Macy’s launch “an opportunity to amplify the Gap brand.”
Macy’s has opened in-store shops with numerous retailers to extend its merchandising reach, including Toys "R" Us (toys), Sunglass Hut (sunglasses), Pandora (fine jewelry), Finish Line (athletic footwear), Lids (fan apparel), and Claire’s (costume jewelry). While exclusive, the Gap intimates and underwear range is a category where Macy’s has established brands, including Vanity Fair, Jockey, Adore Me, Hugo Boss, and Calvin Klein.
Rachel Leinwand, Macy’s VP of merchandising active, basics, and outdoors, said, “This collection is a great addition to our men’s and women's basics assortments that will provide classic but modern styling with quality fabrics and fit — giving our customers more options to own their style.”