Gap opens first UK shop-in-shop on Oxford St with Next
The firms said the Oxford Street opening is a ‘major milestone’ within the first phase of the launch plan to re-establish Gap’s brick-and-mortar presence in the market
Gap Inc. and Next Plc announced the opening of the first Gap-branded shop-in-shop within Next’s largest West End store on London’s Oxford Street, as part of a new joint venture franchise relationship between the two companies.
The venture will also see Next manage Gap’s e-commerce business as well as further Gap-branded shop-in-shops at Next locations. The location in central London also marks Gap’s physical return to the British high street.
As the largest brand shop within the store, the Gap offering will cover 4,000 square feet of retail space, and will feature curated collections including denim, fleece, khakis and shirting. A customisation shop offering embroidery, badging and monogramming will also be available to all Gap customers.
Officially announced in September 2021, the joint venture (”JV”) was formed to “effectively grow” the Gap business in the United Kingdom and Republic of Ireland through a “strong local partnership”.
Gap revealed the joint venture is an “important piece” of Gap Inc.’s ‘partner to amplify’ strategy, which focuses on working with “best-in-class companies who are experts in markets to reach new and existing customers while supporting the business in a new and cost-effective way”.
The firms said the Oxford Street opening is a “major milestone” within the first phase of the launch plan to re-establish Gap’s brick-and-mortar presence in the market, with work underway to migrate Gap’s e-commerce business to Next Total Platform as well as integrate operational capabilities including a comprehensive click-and-collect service, next-day delivery, and a variety of customer service options later this year.
Jon Jeffery, MD of the JV, said: “I am so excited at the coming together of these two iconic businesses to relaunch the Gap brand in the UK and Ireland, and in particular I’m thrilled at the opportunity to bring Gap’s Modern, American Optimism to our customers at our new London store at 120 Oxford Street.”
Adrienne Gernand, MD of International, Global Licensing and Wholesale at Gap Inc., added: “We look forward to continue growing the Gap business in the UK through our joint venture with Next Plc. Partnering with market leading, omni-channel retailers like Next Plc allows us to amplify and deliver our relevant, purpose-driven brand to meet our customers in the UK and Ireland—and with greater speed, agility, and customer services than ever before.”
