Gap maximises omni-channel growth in EU with e-commerce launches

Gap has reflected on two significant launches in Europe, fuelling its growth in the region and amplifying the brand’s reach around the world.

The new launches include the migration of the UK’s e-commerce business to NEXT Total Platform and a standalone e-commerce website in France launched this month.

In the UK, customers now have access to Gap’s full assortment of product with the added benefit of NEXT’s operational capabilities and customer service options, including a comprehensive click-and-collect service, free returns to 450 NEXT stores within the UK, next-day home delivery and free next-day delivery to NEXT stores.

The launch of the new website is the second phase of the joint venture between the two companies, following the opening of the first Gap-branded shop-in-shop in NEXT's largest West End store on London’s Oxford Street in March. In addition, Gap announced that five further Gap-branded shop-in-shops are set to open in locations across the UK by the end of 2022.

In France, Hermione People and Brands is now providing an omni-channel offering to customers in the market with the launch of their e-commerce channel, the first-ever Gap standalone website to launch in France. Customers can now shop on Gap-France.fr and at over 20 freestanding stores throughout the country.

Adrienne Gernand, Managing Director of International, Global Licensing and Wholesale at Gap Inc said: "We are deeply committed to our customers in Europe, and know that it is a market with enormous potential for our brand.

"The growth that we are unlocking through local partnerships with market leading retailers like Next Plc and Hermione People and Brands is allowing us to not only connect with new and existing customers, but to provide them with personalised, service-oriented experiences. Diversification of our business through channel growth and optimisation is key to effectively meeting our customers’ needs and building and maintaining their loyalty."