Dive Brief:
- Macy’s announced a partnership collection with Gap on Tuesday, a first for the two retailers, according to a press release. The assortment consists of sleepwear, underwear and intimate lines for men and women.
- The Gap and GapBody sleepwear and intimates assortment sold exclusively at Macy’s will be designed, produced and distributed by Centric Brands through a partnership with Gap’s licensing agency, IMG.
- Items in the collection range from $12.50 to $79.95 in sizes XS-XL and are available online, in the Macy’s app and in select stores.
Dive Insight:
The sleepwear line, which features pajama sets and loungewear, includes select items made with organic stretch cotton and Gap’s “Breathe” soft jersey knit fabric. The underwear collection consists of intimate basics like underwear, bras, boxers and undershirts in various designs and colors.
“Macy’s is excited to partner with such an iconic brand like Gap,” Macy’s Vice President of Merchandising for Active, Basics and Outdoor Rachel Leinwand said in a statement. “This collection is a great addition to our men’s and women's basics assortments that will provide classic but modern styling with quality fabrics and fit – giving our customers more options to own their style.”
Both companies are currently undergoing major changes and restructuring.
Late last month, Gap filled its vacant CEO spot after just a year with former Mattel exec Richard Dickson. He recently hosted his first earnings call where he disclosed further declines from the retailer. The company reported that net sales in the second quarter fell 8% year over year to $3.5 billion. Additionally, Gap reported layoffs of 1,800 employees in April as part of a larger restructuring effort.
Macy’s plans to revamp its private label brands by 2025 after announcing the effort in 2020. As the retailer continues its focus on its private labels, the Gap collection is another step in updating its merchandise offerings.
