Banana Republic, the premium clothing label, has successfully made its comeback in the UK and Republic of Ireland through a joint venture between Gap and Next. The initial focus of the joint venture was on Next selling Gap products and incorporating Gap concessions in its stores in London, Birmingham, and Thurrock. However, the companies have now expanded the agreement to include the relaunch of Banana Republic and the introduction of Athleta, Gap’s performance-wear brand, in the UK and Ireland.
This move highlights the success of the joint venture in enhancing brand consideration, customer experience, and loyalty in the region. Despite the ongoing cost-of-living crisis in the UK, the return of Banana Republic is significant. The label previously attempted to establish itself in the British market but faced challenges that led to the closure of flagship stores, including the one on Regent Street, in 2016. The recent shutdown of its UK and EU webstore further added to the brand’s difficulties. However, with Gap reporting higher demand for Banana Republic in recent quarterly results, it is clear that the brand is experiencing a positive turnaround.
Next.co.uk now offers a thoughtfully curated selection of Banana Republic’s clothing for both women and men. This relaunch provides UK customers with the opportunity to explore the brand’s premium offerings. Additionally, Next will introduce Athleta, Gap’s performance and lifestyle brand for women and girls, on its website in early 2023, further diversifying its product range.
Next has also been expanding Gap’s physical presence in the UK, with new Gap-branded shop-in-shops opening in Manchester and Scotland. Customers can now find Gap products in selected Next locations, such as Manchester Arndale, Glasgow’s Braehead Shopping Centre, and Manchester Trafford.
The reentry of Banana Republic and the addition of Athleta through the Gap and Next joint venture mark a positive step for these brands in the UK and Ireland market. With Next’s extensive retail presence and Gap’s stylish offerings, customers can expect a wider selection of premium clothing options and an enhanced shopping experience.
Useful links:
1. Banana Republic UK
2. Next UK
