September 8, 2009, 12:00 AM

Gap’s Piperlime.com expands into apparel

Piperlime.com, a Gap Inc. e-retail site, is expanding its offerings from shoes and handbags to women’s apparel, starting today. Unlike other Gap sites that sell only Gap-branded merchandise, Piperlime.com will sell fashions from other established brands.

Piperlime.com, a Gap Inc. e-retail site, is expanding its product offerings from shoes and handbags to women’s apparel, starting today.

Unlike Gap’s Gap.com, OldNavy.com and BananaRepublic.com, that sell only Gap-branded merchandise, Piperlime.com will sell fashions from other established brands. Piperlime.com will offer about 65 clothing brands, anchored by premium denim including AG Adriano Goldschmied, Paige Premium Denim and Joe`s Jeans. It will also sell tops, dresses and knits from designer brands, such as Marc by Marc Jacobs, 7 for all Mankind, Joie, J Brand and Juicy Couture, and new brands.

“We started with footwear because we saw an opportunity in the online shoe market to deliver an inspiring and compelling shopping experience. We added handbags in 2008 and the response has been so amazing that adding apparel is an obvious next step," says Jennifer Gosselin, vice president and general manager of Piperlime.

Piperlime.com also features fashion tips and product selections from guest editors who are celebrity designers.

Gap, No. 25 in the Internet Retailer Top 500 Guide, also operates Athleta.com. All five Gap sites feature a single shopping cart, so customers can buy items from every site and checkout only once. Like other online retailers that sell shoes, Piperllime.com offers free shipping and free returns. Gap shoppers who add a Piperlime product to their shopping carts become eligible for free shipping on all products.

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