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Gap Plans to Grow Brick-and-Mortar Along with Online

While expecting same-store sales to range from flat to up slightly for fiscal 2017, Gap anticipates double-digit increases in digital channels.

By Paul Bubny | paulbubny | Updated on September 06, 2017

Exterior of Old Navy store An Old Navy store in Hillsboro, OR, near Portland. Along with Athleta, the brand is one of Gap’s strongest growth areas.

SAN FRANCISCO—Gap Inc., which recently posted its third consecutive quarter of positive same-store sales results, unveiled a strategy for “balanced growth” Wednesday. The apparel retailer, which presented Wednesday at Goldman Sachs’ 24th Annual Global Retailing Conference, plans to expand its brick-and-mortar footprint in its most profitable brands, close underperforming stores and grow its online and mobile channels.

“Over the past two years, we’ve made significant progress evolving how we operate, starting with getting great product into the hands of our customers, more consistently and faster than ever before,” says president and CEO Art Peck. “With much of this foundation in place, we’re now shifting our focus to growth. We will leverage our iconic brands and significant scale to deliver growth by shifting to where our customers are shopping: online, value and active.”

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