Headlines

Macy’s/Gap Tie-Up a Sign of the Times

Department stores seek unique draws to get shoppers in the door.

Published

1 year ago

September 1, 2023

INSTORE Staff

PHOTOGRAPHY: Courtesy of Macy’s/Gap

Talk about strange bedfellows: Gap will soon be selling an exclusive collection of sleepwear, underwear and intimates for men and women in select Macy’s stores (and also via its app and website).

This is first-ever partnership between the two high-profile brands, and will “bridge Macy’s rich heritage and industry expertise with Gap’s legacy of modern American style,” the participants say.

It also shows the lengths department store retailers are willing to go these days to find ways to provide unique merchandise that will lure in customers. (Kohl’s partnership with Sephora is another high-profile example of such efforts.)

Not surprisingly, executives at Gap and Macy’s expressed enthusiasm for their hookup.

“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,” said Rachel Leinwand, Macy’s Vice President of Merchandising Active, Basics, Outdoor.

Similarly, said Adrienne Gernand, President of B2B and International Commerce at Gap Inc.: “This launch is an opportunity to amplify the Gap brand and deliver must-have essentials in comfortable, breathable fabrics to men and women across the U.S.”

Centric Brands will design, produce, and distribute the Gap and GapBody sleepwear and intimates assortment sold at Macy’s through a partnership facilitated by Gap’s licensing agency, IMG.

Will this work? Future financial results from both/either retailers should help tell the tale.

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”