Gap's Old Navy Beauty Launch and Pricing Strategy Drive Margin Recovery
Old Navy's expansion into beauty is expected to increase traffic, basket size and margins at Gap. Gross margin expansion is underway despite one-time tariff headwinds, supported by disciplined pricing and favorable product mix.
1. Growth Momentum at Core Brands
The Gap, Inc. reported a sequential acceleration in comparable sales growth across its three main banners in the most recent quarter. Old Navy led the charge with an 8% year-over-year increase in same-store sales, driven by expanded assortments in athleisure and the introduction of beauty products in over 300 flagship locations. Gap brand comps rose 4%, supported by refreshed denim collections and stronger performance in Europe, while Banana Republic delivered a 5% lift thanks to higher full-price conversion. Total retail foot traffic improved 3% system-wide, and average transaction value climbed by 3.5%, reflecting disciplined upselling on premium items.
2. Margin Expansion and Tariff Headwinds
Gross margin expanded by 150 basis points compared with the prior-year period, despite absorbing roughly $30 million of one-time tariffs on imports. Management attributed the improvement to tighter inventory management, optimized freight lanes, and a favorable shift in product mix toward higher-margin categories. Operating expenses increased only 2% year over year, held in check by continued investments in digital infrastructure and targeted marketing campaigns. As a result, adjusted operating margin widened to 12%, up from 10.8% in the same quarter last year.
3. Valuation, Capital Allocation, and Outlook
At current multiples—approximately 7.0x EV/EBIT versus a 10-year average of 8.5x—Gap shares trade at a notable discount relative to peers in the specialty apparel space. The company has earmarked $400 million in capital expenditures for fiscal 2026, largely focused on store remodels and enhancements to its e-commerce platform. Management reiterated its commitment to returning excess cash through share repurchases, targeting $500 million this year, while maintaining a 1.8x net debt/EBITDA ratio. Looking ahead, analysts forecast earnings growth of 12% annually over the next two years, underpinned by further margin improvement and brand diversification initiatives.