Gap returns to Covent Garden with flagship store

Gap is back in London’s Covent Garden with what it says is a “reimagined flagship experience” and the newly renovated store marks an “era of retail growth and renewed confidence in the UK”.

It’s opening Friday as part of its deal with Next, which handles the brand in Britain, with the new store being in a prime position on Long Acre and spanning 3,250 square feet across two floors.

The companies said it features “refreshed visual merchandising, modern design, and a brand-led concept”.

Based on Gap’s first concept store in Flatiron, New York City, the new location features “shoppable destinations that spotlight Gap’s core icons – denim, khakis, fleece, logo, and shirting – alongside seasonal collections and limited-edition collaborations”.

It also “celebrates London’s creative community through cultural partnerships – featuring a curated vinyl selection from the legendary Honest Jon’s record shop and an edited library of photography, fashion, and art books”. 

Mark Breitbard, president and CEO of Gap brand, said that “stores are the ultimate representation of our brand, and Covent Garden reflects how we’re modernising the customer experience and scaling our global retail playbook.”

We’re also told the reopening “signals the next phase of Gap’s UK retail expansion”. A new Gap store is scheduled to open at Westfield White City on 5 December, followed by a Gap Outlet store in Wembley on 18 December. Both locations will carry womenswear, menswear, and childrenswear collections”. 

Gap formerly had a huge presence on the UK high street and in malls but exited the country in 2021 and went digital-only.

In its deal with Next, it made a tentative physical stores comeback with spaces inside Next locations, but this new phase of Gap branded stores is a key moment for the American label.