Macy’s/Gap Tie-Up a Sign of the Times

Talk about strange bedfellows: Gap will soon be selling an exclusive collection of sleepwear, underwear and intimates for men and women in select Macy’s stores (and also via its app and website).

This is first-ever partnership between the two high-profile brands, and will “bridge Macy’s rich heritage and industry expertise with Gap’s legacy of modern American style,” the participants say.

It also shows the lengths department store retailers are willing to go these days to find ways to provide unique merchandise that will lure in customers. (Kohl’s partnership with Sephora is another high-profile example of such efforts.)

Not surprisingly, executives at Gap and Macy’s expressed enthusiasm for their hookup.

“This collection is a great addition to our men’s and women’s basics assortments that will provide classic but modern styling with quality fabrics and fit – giving our customers more options to own their style,” said Rachel Leinwand, Macy’s Vice President of Merchandising Active, Basics, Outdoor.

Similarly, said Adrienne Gernand, President of B2B and International Commerce at Gap Inc.: “This launch is an opportunity to amplify the Gap brand and deliver must-have essentials in comfortable, breathable fabrics to men and women across the U.S.”

Centric Brands will design, produce, and distribute the Gap and GapBody sleepwear and intimates assortment sold at Macy’s through a partnership facilitated by Gap’s licensing agency, IMG.

Will this work? Future financial results from both/either retailers should help tell the tale.