(Photo by Spencer Platt/Getty Images)

Gap Inc revealed earlier this week (7 November) that it signed agreements to sell its Gap Greater China business to e-commerce solutions company, Baozun Inc, which will operate in-market site and stores under a franchise agreement.

The clothing brand says, Baozun has supported the expansion of Gap’s online business in China as its trusted partner since 2018, along with being an e-commerce solution provider and digital commerce enabler.

Go deeper with GlobalData

Premium Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

“With its local expertise and best-in-class omni-channel technology and deep expertise in data management and digital business, Baozun will enable Gap brand to better connect with Chinese consumers across all channels.”

In October 2020, Gap Inc announced the ‘strategic review’ of its company-operated Gap businesses around the world. It set out proposals to shake up its business, with a heavier focus on the Old Navy and Athleta brands and the closure of around a third of Gap and Banana Republic stores in North America.

This news comes as a result of the review of Gap China.

See Also:

The brand believes this will allow Gap to serve the market through a more asset-light, cost-effective model and to benefit from the local and technology expertise of Baozun.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

“We expect to transition the business to Baozun in the first half of 2023, and until regulatory approvals and closing conditions are met, the Gap Greater China business will continue to operate as usual,” said Mark Breitbard, president and CEO of Gap brand.

“To the teams that support our China business, I look forward to seeing all that Baozun can unlock for GGC as they take on our stores, assets and most importantly our incredible people. I want to thank you for your support as we make this transition and express my appreciation of the China leadership team for leading the work.”

Earlier this year, Gap said it achieved its goal to empower two million people to improve their access to water and sanitation in India. It was aimed at improving and sustaining the health and wellbeing of communities touched by the apparel industry in two states in India – Maharashtra and Madhya Pradesh.