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Gap Inc brings Athleta to the UK via JV with

Lauretta Roberts
09 March 2023

Gap Inc has made another of its brands – this time activewear line Athleta – available to shoppers in the UK and Ireland as part of its joint venture deal with NEXT.

The premium performance and lifestyle brand for women and girls is now available on NEXT's websites in the UK and Ireland. The move follows on from the recent introduction to the NEXT website of premium fashion brand Banana Republic, which had closed its own dedicated UK website last year and exited the UK retail market in 2016.

NEXT signed a joint venture deal with Gap Inc to operate the online operations of its flagship Gap brand in the UK and Ireland and the US fashion giant subsequently migrated to the NEXT Total Retail platform. NEXT also returned the Gap brand to the high street last year opening dedicated shop-in-shops in locations such as London, Birmingham, Glasgow and Thurrock.

Athleta Next

Athleta is a B Corp business and was founded in 1998. The brand integrates performance and technical features across its collection to "support women across their entire lifestyle – from yoga and training to travel and sleep". In 2016 it introduced Athleta Girl to mirror the offer for the next generation.

Earlier this year it signed a 'holistic partnership' with music icon Alicia Keys to drive awareness of and access to women’s well-being through co-created product offerings, impact grants and unique community content. Keys and Athleta had previously collaborated on joint collections.

Athleta Next

More than 100 Athleta styles are currently shoppable via NEXT, including quick-drying, breathable sweat tops, joggers, and shorts to all-way stretch leggings, sports bras, tank tops and waterproof outerwear.

“I am delighted to bring Athleta back to the UK market through the platform,” commented Jon Jeffery, Managing Director of the Gap Inc/NEXT JV. “Athleta is a truly aspirational brand with inclusivity at its core and a strong design aesthetic, with proven performance and lifestyle products, which will allow us to engage with new audiences and build strong brand community within the UK & Ireland.”

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