United States fashion brand Gap is making another attempt at scaling in the Australian market, this time tapping a local fashion distributor to take charge.
This comes eight years after the brand closed its stores in Australia, and two years after it switched off its locally dedicated online store.
Under the new plan, Gap has signed on Fashionata to lead the rollout, with the local brand developer and distributor already securing a deal with Myer. This rollout will be across 27 Myer stores Australia-wide, as well as via Myer’s online channel.
Fashionata manages a small selection of brands in Australia, including undergarment brands Ginia and Spanx, as well as clothing brands Hanro and Joe’s Jeans.
Myer’s chief merchandise officer, Belinda Slifkas, said Gap’s return to Australia is a major moment, and follows a recent revival of the brand globally.
“In recent years, Gap has re-established itself as a cultural force and is clearly resonating with a new generation of shoppers – particularly through its social‑led campaigns featuring the likes of Troye Sivan and Katseye,” she said.
“We’re well underway in refreshing our brand portfolio to attract new customers, especially younger Australians seeking fashion that feels contemporary and trend‑forward. Gap aligns perfectly with this direction.”
Gap sits at the more affordable end of the pricing scale. The brand sells a range of casual clothing, with prices ranging around in the mid to high double-digits.
Slifkas said the rollout across stores will include full-scale Gap shop-in-shops at its larger department stores, with curated edits across its smaller locations.
“Having a globally loved brand in our stores, particularly given its success connecting with younger consumers, is a powerful drawcard at a time when retailers are focused on brand familiarity to win customers,” Slifkas said.
“Gap’s modern style also supports our broader strategy to attract younger Australians who are increasingly splitting their spend across global and online retailers. By offering the full in‑store experience and the ability to touch and try on the products, we are creating something that online and global retail competitors simply can’t replicate for our Australian customers.”
Myer is working with Fashionata and Gap to help activate the brand locally, from window take-overs to social media content, as well as an event.
Fashionata chief operating officer Melisa Trovato told Ragtrader that there is still very strong recognition and affection for Gap in Australia, even after time out of the market. She said that kind of brand equity is hard to build, yet offers a strong foundation for the brand’s relaunch here.
“From a market perspective, there’s a noticeable gap in the middle,” Trovato said. “You’ve got premium at one end and fast fashion at the other, but not many brands sitting comfortably in between that offer consistent quality, strong basics and a recognisable point of view. That’s where Gap naturally fits.
“We’re also seeing a shift back toward more considered buying. Customers are investing in pieces they can wear repeatedly rather than chasing short-term trends. Gap’s strength in essentials, particularly denim and everyday wardrobe staples, positions it well for that.”
Trovato said she and her team are taking a long-term view on this relaunch. The first priority is to rebuild relevance and trust with the Australian customer, “rather than chasing rapid expansion.”
She said this includes tapping younger audiences who may be discovering Gap for the first time.
Over the next few months, Gap will expand its channel reach, including launching on The Iconic in August alongside the switching on of a new online store for Australia.
“Alongside the distribution strategy, a big focus for us is how the brand shows up culturally. Gap has always been more than just product, and we see it as a social-first brand in this market,” Trovato said. “We’re leaning into what we call ‘Gaptainment’, creating content and moments that are designed to engage, entertain, and build relevance with a new generation of customers.
More broadly, Trovato said this is about setting the brand up properly for the long term in Australia. “It’s a considered rollout, focused on building the brand in the right way rather than moving too quickly.”
Gap itself also weighed in on the local relaunch, with the company telling Ragtrader that Australia is an important market in the brand’s global push. The company said the overall strategy in its international expansion is targeting experienced local operators.
“Gap has continuously evaluated how it operates in international markets as the retail industry evolves, the company shared. “Our focus today is on a partnership-led model that allows us to grow in a more locally relevant way. This approach enables us to build stronger connections with customers while supporting long-term growth.
“Our approach combines digital access with thoughtfully curated retail experiences. We’re excited to partner with Fashionata to explore opportunities that allow customers to engage with the brand both online and in person as the business grows.”
Gap added that previous expressions of the brand in Australia were part of a different operating model and market context.
“Today, we are focusing on partnering with strong local operators who bring deep market expertise and can deliver the brand in a way that is locally relevant.”
Founded in San Francisco in 1969, Gap has built a global legacy rooted in denim and casual American style.