US specialty apparel retailer Gap Inc has revealed plans to wind down its performance menswear brand Hill City as it prioritises resources against its larger labels.
The retailer – the largest specialty apparel company and second largest apparel e-commerce business in the US – operates brands including Old Navy, Gap, Athleta and Banana Republic.
It launched Hill City in 2018, intending the technical athleisure clothing to transition seamlessly throughout the day, from working out to work to weekend.
In a blog post, Gap Inc said Hill City had been a way to “go after the growing men’s active apparel market and operate direct-to-consumer in a nimble manner.”
Gap Inc said it will apply learnings from Hill City across its portfolio. “For example, as the athleisure category continues to grow for men, the company can leverage Hill City styles, fits, and innovation into future men’s lines at its other brands, starting with Banana Republic.”
On its website, Hill City said: “We are living in unprecedented times with unprecedented consequences, forcing us all to make and face tough calls.” It added it will be restocking its best styles and dropping new ones it had been working on as it winds down.
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By GlobalDataThe move comes as Gap Inc is using the coronavirus pandemic to right-size the business and build it for the future, having acknowledged there is plenty of work needed at the eponymous Gap brand.
The retailer swung to a US$932m net loss for the 13 weeks to 2 May, compared to net income of $227m last year, as net sales tumbled 43% to $2.1bn from $3.7bn.
