Gap Inc. will add beauty and personal care products to its offerings as it seeks a share of this $100 billion category. The retailer will start with test-and-learn pilots of curated assortments at 150 Old Navy stores; some stores will operate dedicated shop-in-shops and will employ beauty associates to help customers.
In 2026, the retailer plans to scale the beauty business in Old Navy stores as well as launch “brand-right expressions across the portfolio,” according to a Gap Inc. statement.
The retailer is planning to apply “the same strategic methodology to expand its accessories business,” reinforcing a “respectable accessories business already in place,” according to the company statement. Gap said it has seen “strong customer reception to accessories category as a key element of wardrobing and a natural extension of apparel, complementing customers’ lifestyles and shopping behaviors.”
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