Gap Inc. has entered a strategic partnership with Iconic Brands Nordic LLC to expand the Gap brand across the Nordic and Baltic markets through wholesale, retail and e-commerce channels.
The rollout will take place in three phases. Gap will first launch on Boozt in August 2026 across Sweden, Denmark, Norway and Finland. The second phase will introduce Gap through Stockmann department stores across Finland, Estonia and Latvia. In September, Gap will open its first dedicated retail store and e-commerce site in Estonia.
“Our partnership with Iconic Brands Nordic reflects our long-term commitment to growing Gap in markets where we see meaningful opportunity,” said Facundo Ginobili, Senior Vice President, Franchise and Wholesale at Gap Inc. “Together, we’re bringing the Gap brand to life through storytelling, experiences, partnerships and omnichannel retail, creating modern, relevant ways for customers across the Nordic and Baltic region to discover and engage with the brand.”
Kristjan Rajando, CEO of Iconic Brands Nordic, said: “We’re excited to introduce Gap to even more customers across the Nordic and Baltic markets. Together with Gap Inc., we’re building an omnichannel experience that makes it easier than ever for customers to discover the brand, whether they’re shopping online or in store. We believe Gap’s iconic style and timeless essentials will resonate strongly across the region.”
Iconic Brands Nordic is backed by Brandgate Group and Tristafan and is responsible for developing Gap’s presence across the six markets. Brandgate brings experience in fashion, sports and lifestyle retail and wholesale across Nordic, Baltic and Central Eastern European markets.
The partnership forms part of Gap Inc.’s broader international partner-led expansion strategy. Gap says it has used franchise and wholesale arrangements since 2006 and currently has franchised businesses in more than 40 countries. Its franchise portfolio spans Gap, Banana Republic, Old Navy and Athleta, depending on market.
Gap Inc. reported approximately 1,000 franchise store locations alongside 2,477 company-operated stores as of the first quarter of fiscal 2026. The company ended fiscal 2025 with $15.4 billion in net sales and nearly 3,500 stores across approximately 35 countries.
Unlike a conventional store-by-store franchise announcement, the Nordic and Baltic agreement combines wholesale, retail and e-commerce, giving Gap multiple routes to market. The phased launch through Boozt and Stockmann, followed by a dedicated store and e-commerce platform in Estonia, is intended to establish the brand across the region while leveraging Iconic Brands Nordic’s local market expertise.
Together, the launches mark a significant step in Gap’s regional growth strategy, giving consumers across the Nordic and Baltic markets more ways to discover and shop the brand through both digital and physical channels.
