Gap Closes Piperlime

On Friday the 23rd, Gap announced plans to shut down its Piperlime branch in order to focus more on its namesake and Banana Republic brands.

image via Piperlime.com

image via Piperlime.com

Despite a website overhaul last summer and integration of social media to the shopping experience, Piperlime constitutes less than 1% of Gap Inc's $16 billion overall revenue. The online retailer was launched in 2006 as a shoe boutique, comparable to Zappos, but quickly expanded to included women's wear and accessories, stocking designers like Rebecca Minkoff, DVF, Elisabeth and James, and Rebecca Taylor. Piperlime also gave Olivia Palermo a bigger role as the website's style authority, as well as partnering with bloggers like Julie Sarinana (Sincerely, Jules), Mary Seng (Happily Grey), and Leslie Lazard (10thirteen).

Incoming CEO Art Peck has been making some big changes at Gap, but this is the biggest we've seen yet. In an interview with WWD's David Moin, Peck said, "We are incredibly grateful to our fashion-focused, loyal customers, and proud of our dedicated employees who have been working hard to evolve the brand and test out new ideas. We plan to keep on pushing new ideas and look forward to seeing how we can apply what we've learned to the rest of the company as we continue to bring great products and shopping experiences to out customers."

Piperlime continues to be one of this blogger's favorite shopping spots, and I fully plan to keep visiting until the website closes for good in April, while the brick-and-mortar store located at 121 Wooster Street will close at the end of February.

Check out my Piperlime wishlist below and visit the site to start stocking up on limited Piperlime Collection items.