Fashion for the Masses. Athleta Falls Into the Gap’s Mix

April 20, 2009 • Fashion


Look for a fifth brand to pop up on Gap's e-commerce site. Seven months after acquiring activewear brand Athleta, Gap Inc. has
added the brand to its online stores. Customers can now use one
shopping cart to shop all five brands (Gap,
Old Navy, Banana Republic, Piperlime and Athleta) for a flat shipping rate of

According to WWD, Gap paid $150 million in cash for the company last September. Athleta began as a catalogue retailer in 1998,
selling its own brand of activewear organized by sport.

Source: WWD

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