Gap to Close Piperlime Brand
Posted on January 24, 2015
Gap, Inc. has announced plans to close its Piperland brand. Piperland has an ecommerce website and a single store in Soho, which opened as a pop-up store in 2010. Gap launched the brand online in 2006.Gap calls Piperland its smallest brand in the announcement of its closing. It has yearly revenues of less than $100 million. Gap says this is under 1% of its total revenue base. Bloomberg reports that that the shutdown is expected to be completed by the end of April.
The Piperlime site at piperlime.gap.com carries clothing, shoes and accessories from a number of designers. Some of the designers include DVF, Karl Lagerfeld, Kate Spade, Michael Kors, Rachel Zoe, Sam Edelman, Steve Madden, Tibi and Zac Zac Posen. The site also has its own collection, called the Piperlime Collection.
The Gap.com website will have just four tabs - Gap, Old Navy, Banana Republic and Athleta - after Piperlime is closed. The closing of the site comes as Art Peck is about to take over as CEO.
Peck says in a statement, "We are incredibly grateful to our fashion-focused, loyal customers, and proud of our dedicated employees who have been working hard to evolve the brand and test out new ideas. We plan to keep on pushing new ideas and look forward to seeing how we can apply what we've learned to the rest of the company as we continue to bring great products and shopping experiences to our customers."