Gap returns to UK retail market with refreshed store concept

Gap has officially returned to brick and mortar retail in the UK with the opening of a store in Covent Garden, London. The new site, due to open November 7, marks a return to the area for the brand, which had previously shuttered its UK retail network in 2021.

Located at Long Acre 30 to 31, the store spans 3,250 square feet across two floors, throughout which it has introduced a refreshed take on visual merchandising in a “brand-led concept”.

The interior draws inspiration from Gap’s first concept store in Flatiron, New York City, reflected in “shoppable” destinations that intend to spotlight the brand’s core pieces.

London’s creative community is also present in the space, featured through cultural partnerships, such as a curated vinyl section from Honest Jon’s record shop and a library of photography, fashion and art books.

The Covent Garden site is the first location in a wider store rollout for Gap in the UK, with further locations due to open at Westfield White City on December 5 and, on December 18, in Wembley, where an outlet store will launch.

The retail expansion is being overseen by Next, which established a joint venture with Gap back in 2021. The partnership was set up after Gap closed its 81 UK stores, citing “market dynamics” and plans to become “digital first”.

The British retail giant, which owns a 51 percent stake in the joint venture, initially set about opening Gap shop-in-shops within its own stores, while also operating the brand’s e-commerce business.

Now, however, Gap is looking to modernise its customer experience through renewed store experiences while “scaling our global retail playbook”, the brand’s CEO and president, Mark Breitbard, said.