New Gap Inc. service enables universal shopping

SAN FRANCISCO Gap Inc. has launched a new online service, "universality," which enables customers to shop at all of its brands at one time. Customers can now add items from the Gap, Banana Republic, Old Navy and Piperlime web sites into one shopping cart.

Gap Inc. added that customers benefit from a flat shipping rate of $7 and orders from Gap, Banana Republic and Old Navy will ship in one box. Orders from Piperlime will ship separately and continue to offer free shipping and returns.

“We’re thrilled to offer our customers the ease and convenience of shopping our four amazing brands online with only one check-out,” said Toby Lenk, president of Gap Inc. Direct. “Universality allows us to leverage the strength of our iconic brands and still maintain each brand’s identity.”