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Gap Inc Ventures Into B2B Sales for Non-Medical Masks

Apparel companies are adapting to the new consumer and safety needs brought on by the coronavirus by introducing face masks into their production line.

Gap Inc. announced Tuesday it has launched a B2B product program focused on offering large organizations reusable, non-medical grade cloth face masks for supply to their employees as they return to work.

Masks are also a requirement for many re-opening businesses. The minimum order quantity for businesses is 100,000 units.

Masks are made with triple-layer cotton and comfortable ear straps designed per Centers for Disease Control and Prevention guidelines. Companies can select from a variety of colors (brown, red, navy, and shades of pink and green) and have an option to add a custom logo.

Masks come in packages of five. Each pack retails for $9-$10.35.

Gap Inc. said it has already sold 10 million non-medical grade face masks to employers, including the City of New York, the State of California, Kaiser Permanent and a leading consulting firm.

“We quickly started hearing from companies like ours who wanted to be able to supply their employees with the same product, so we’re excited to extend our high-quality reusable, non-medical grade cloth face mask offering to organizations that want to help protect their employees as they re-enter the workforce,” said John Strain, Gap Inc. head of e-commerce and technology.

This is in addition to the “sourcing of millions” of non-medical masks and other personal protective equipment (PPE) for the healthcare sector during the pandemic, and production of cloth masks that Gap Inc.’s brands are selling to consumers.

Old Navy currently sells a 5-pack and 10-pack of masks for adults and kids, retailing for $12.50-$25. Gap sells 3-pack of adult masks for $15 as well as an 8-pack unisex family assortment for $36. Banana Republic’s masks retail for $29 for a set of three.

The company’s brands are also donating 200,000 masks to community organizations and causes that help those in need.

PPE is the latest addition to Gap Inc.’s product offerings. In May, Gap Inc. signed its first ever multi-brand licensing agreement with IMG to deliver cross-category product extensions with a focus on the brand’s casual, American style that includes “support” for Gap Kids and babyGap. While Gap and IMG are still exploring product categories, the two said sectors being considered include baby equipment and baby care, home décor and textiles, and furniture.