A panel is hung in a Gap outing store window on May 29, 2025 in Chicago, Illinois.
Scott Olson | Getty images
Gap Thursday, announced that it was developing in beauty from its old marine brand, a strategic change of the clothing company.
Its initial test will showcase beauty and personal care products in 150 Old Navy stores, including dedicated beauty partners and certain stores. The company plans to extend the beauty activity next year.
We did not know when the company finally plans to put beauty products in GAP brand stores. The company said it planned to “launch expressions on the right through the portfolio” next year.
“Gap Inc. sees a clear and significant opportunity to develop in this category with plans for a progressive launch, starting with an initial expression of test and learning to Old Navy later this fall,” the company said in a press release.
The title was exchanged about 2% higher Thursday morning after a brief stop.
The beauty segment has proven to be one of the most resilient in retail in recent years despite high inflation and concerns about prices. GAP cited Euromonitor’s data that said the beauty and personal care market is one of the fastest categories in the United States, which is expected to exceed $ 100 billion this year.
Despite this, the success of beauty products has made it a more competitive space than ever.
The company said that it would also expand its accessories activity after seeing a “strong customer reception” to its current products.
The new decision comes when Gap has experienced an resurgence in the past two years.
“This momentum allows Gap Inc. to seize exciting opportunities for growth and innovation, which guarantees that the company remains competitive and successful in the future,” said the press release.