Gap expands Nordic and Baltic presence through new regional partnership

Gap Inc. is expanding its presence across the Nordic and Baltic markets through a new strategic partnership with Iconic Brands Nordic, as the US apparel group continues to grow its international footprint through local partners and omnichannel retail.

The rollout will begin in August with Gap launching on Boozt in Sweden, Denmark, Norway and Finland. The brand will then enter Stockmann department stores across Finland, Estonia and Latvia, before opening its first dedicated store and e-commerce site in Estonia in September.

Speaking on the partnership, Facundo Ginobili, senior vice president of franchise and wholesale at Gap Inc., said the agreement reflects the company’s “long-term commitment” to markets where it sees growth opportunities, adding that the partners aim to bring the brand to customers through “storytelling, experiences, partnerships and omnichannel retail”.

The expansion follows broader efforts by Gap to rebuild and extend its international retail presence. In recent months, the company has announced partnerships covering the GCC, Australia and China, while also continuing to expand its UK retail footprint following its return to physical stores in 2025.

The Nordic and Baltic agreement is being managed by Iconic Brands Nordic, established in 2025 as a joint venture between Brandgate Group and Tristafan. The company will oversee Gap’s regional retail, wholesale and digital ecosystem, with the latest launches giving customers more ways to access the brand across both physical and online channels.