Gap Inc. goes in-store pop-route for smaller brands

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Gap Inc. goes in-store pop-route for smaller brands

By Marianne Wilson - 11/15/2019

Gap Inc. is looking to capitalize on the synergy of its brands.

The retailer has opened pop-ups for two of its smaller divisions – men’s performance activewear brand Hill City and children’s apparel retailer Janie and Jack – in their “sister brand” locations. The Hill City pop-up is located inside six Athleta stores in Northern California and one in Oregon. Janie and Jack, which Gap acquired early this year, has opened a pop-up inside two Banana Republic stores.

Hill City, which Gap launched digitally a year ago, opened its first physical store in October, a 12-month temporary outpost in San Francisco. Last year, 50 Athleta stores gave a first look at Hill City apparel to touch and feel, but from now until early spring 2020, shoppers can buy products on-site in the select Athleta locations.  

“Athleta and Hill City both design products for active lifestyles that merge performance with comfort, style, and versatility,” said Noah Palmer, head of Hill City.

The Janie and Jack pop-ups are located at the Banana Republic on Grant Ave. in San Francisco and on Broadway in SoHo, New York.

“It’s a natural fit for Janie and Jack to show up in a Banana Republic store,” said Shelly Walsh, general manager and senior VP of Janie and Jack. “As the customer is buying holiday outfits for themselves, parents, and loved ones, they can now buy for the kids too.”

The Athleta locations that will feature Hill City products are located below:

•    Corte Madera Town Center – Corte Madera, Calif.
•    Fillmore St. – San Francisco
•    Sutter St. -- San Francisco
•    Bishop Ranch -- San Ramon, Calif.
•    Burlingame Ave. -- Burlingame, Calif.
•    Town and Country -- Palo Alto, Calif.
•    Old Mill District – Bend, Ore.