Gap has signed up with Danish agency MP ApS to introduce the brand to the Scandinavian market. This is the first time the California-based business has used this strategy.

MP ApS has so far placed Gap apparel in around 60 Danish shops, and the company is hoping to achieve the same in Sweden, reports Habit, the Swedish men's fashion trade magazine.

Rather than showing at trade fairs, Gap plans to choose partners who will then open up franchise shops. Two have already opened in Iceland, with a further two to open soon in Denmark. Gap intends to open between 10 and 15 shops in Sweden and Denmark.

By Penny Leese