The End of Piperlime: Gap Wants Only Extra-Large Brands
When it comes to Gap, size matters
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In a crowded online marketplace, Gap's nine-year-old shopping site Piperlime had a lot going for it: a loyal following, street cred, and its own bricks-and-mortar flagship store in New York's fashion zone, SoHo. But all the cred in the world couldn't save Piperlime from the chopping block.
Size matters at Gap, which pulls in more than $16 billion in annual revenue, and the company explained its decision to kill Piperlime last week as a way to focus on its bigger moneymakers: Old Navy, Banana Republic, Athleta, Intermix, and its namesake brand. With less than $100 million in annual revenue, Piperlime represented less than 1 percent of Gap’s total revenue—and a potential distraction for incoming Gap Chief Executive Officer Art Peck.