by Stephen Garner
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Gap Inc. has appointed global licensing leader IMG as its first ever multi-brand, exclusive licensing representative.

IMG will first focus on Gap, Banana Republic, and Janie and Jack, extending their reach and helping bring to market complementary products that embody the company’s distinct brand labels: Gap for casual, optimistic American style and expertise in elevated essentials; Janie and Jack’s modern twist on classics for kids and babies; and Banana Republic’s iconic, modern style designed for a life with no boundaries. IMG will also support GapKids and babyGap, leveraging the strong multi-generational trust and emotional connections these brands have developed for quality and practical “go-to” needs when raising children.

The companies are exploring categories including baby equipment and baby care, home décor and textiles, and furniture.

“Gap Inc. operates a portfolio of strong, globally relevant brands that are familiar, trusted and highly marketable across multiple demographics. We are excited to explore new market segments and complementary points of product distribution for Gap, Banana Republic and Janie and Jack in an asset-light way that harnesses their individual strengths,” said Roy Hunt, head of franchise and strategic partnerships at Gap Inc. “This partnership with IMG presents a unique opportunity for us to bring our fashion and lifestyle brands to life in new ways for customers around the world, while still maintaining the creative integrity that make each of our brands so distinctive and recognizable in the marketplace.”

“Over the past 50 years, Gap Inc. has created a portfolio of powerful brands that have established themselves firmly in popular culture and with consumers around the world. These brands are household names that we all trust, and have purchased and lived in,” added Bruno Maglione, president of Licensing at IMG. “Distribution channels and consumer purchasing habits have evolved significantly since Gap’s founding, and never more so than in the last few years. As one of the world’s leading fashion retailers, Gap Inc. recognizes this omnichannel opportunity and the power of its brands to attract existing and new consumers from more than one angle and via more than one format. We are proud to be partnering with them on this bold new strategic move, which we believe will highlight consumer affection for these brands while showcasing their relevance in everyday life.”