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Gap will add beauty products to Old Navy stores later this year
GapGap(US:GPS) CNBCยท2025-09-04 13:55

Core Insights - Gap Inc. is expanding into the beauty sector, starting with its Old Navy brand, marking a strategic shift for the apparel company [1][2] - The initial test will involve beauty and personal care products in 150 Old Navy stores, with plans to scale the beauty business in the following year [1][2] - The beauty and personal care market in the U.S. is projected to exceed $100 billion this year, making it one of the fastest-growing retail categories [3] Company Strategy - The company aims for a phased launch of beauty products, indicating a test-and-learn approach at Old Navy [2] - Following positive customer reception, Gap plans to expand its accessories business as well [4] - The recent resurgence of Gap over the past two years is seen as a momentum that allows the company to explore growth and innovation opportunities [4] Market Context - The beauty segment has shown resilience in retail despite challenges like high inflation and tariff concerns [3] - The competitive landscape in the beauty market has intensified due to the success of beauty products [3]