Gap announces expansion into beauty, accessories

Gap (GAP) announced its strategic expansion into beauty and accessories. “Over the past two years, Gap Inc. has made significant strides in advancing its strategic priorities, emerging as a more resilient company with stronger financial footing, more relevant brands, and a unified culture. This momentum is enabling Gap Inc. to seize exciting opportunities for growth and innovation, helping ensure the company remains competitive and successful in the future.” Gap Inc. sees a “clear and meaningful” opportunity to expand into this category with plans for a phased launch, starting with an initial test-and-learn expression at Old Navy later this fall. This will include 150 Old Navy stores featuring a curated assortment of beauty and personal care products, with select stores offering dedicated shop-in-shops and Beauty Associates. In 2026, the company plans to seed to scale its Old Navy beauty business, as well as launch brand-right expressions across the portfolio. The Fly notes that Abercrombie & Fitch (ANF) and Urban Outfitters (URBN) have moved into beauty in recent years, while Kohl’s (KSS) has Sephora shops in its stores, and Target (TGT) has Ulta (ULTA) shops.