Gap is the latest apparel brand to enter the home category following a year of consumers spending a lot more time indoors.
The brand announced an exclusive partnership with Walmart that positions it alongside home newcomers Levi’s and Wrangler, both of which released their own lines of décor, bedding and rugs in the past year.
Offering more than 400 items across home decor, tabletop, bedding and bath, the collection nods to Gap’s timeless American style with a heavy emphasis on sustainably upcycled denim and chambray fabrics made of organic cotton and recycled materials. The line is developed in partnership with Gap’s licensing agency, IMG, and will drop seasonal and special collections throughout the year.
“Walmart is a global leader in the home space with extensive digital reach and distribution, and this partnership enables Gap to introduce a new category in a smart, scalable way,” said Mark Breitbard, president and CEO of Gap brand. “Gap Home at Walmart opens a new door for Gap as a lifestyle brand delivering timeless American style in all new ways. We are excited for this growth opportunity, enabling even more customers to fall in love with Gap.”
The company alluded to the launch last year when it said it would focus on the category as part of its overall expansion plans. The move opens up a new wholesale opportunity for the company, which operates as a vertical retailer.
Linking up with the big box retailer is a strategy that’s proven successful for other denim brands during the pandemic. Classified as essential businesses, stores such as Walmart and Target provided consumers with a one-stop shopping experience that allowed them to shop for food, medicine, clothing and other necessary supplies. Brands like Levi’s and Kontoor Brands-owned Wrangler and Lee, which already had partnerships with the retailers, found success in doubling down on their footprints in these stores.
Like big box retailers, the home category is another pandemic success. In an interview with Rivet, Joe Derochowski, NPD Group vice president and home industry advisor, called attention to the consistent growth in product categories related to working, schooling, living and eating at home as a result of global lockdowns.
The Gap Home collection is available exclusively on Walmart.com beginning June 24, with prices ranging from $15.88 for a washed denim pillow to $64.98 for a king-sized comforter set.
