Plug that Gap: US clothing store opens first Spanish branch at Málaga airport

It’s as ubiquitous a sight on British high streets as Zara and H&M, but US clothing chain Gap is conspicuous by its absence in most countries in mainland Europe.

Present in France and Italy, the famous chain has no branches in Germany, Scandinavia nor eastern Europe, but has this week opened its very first store in Spain – at Málaga Airport’s T3 terminal, to be exact…

Although there are close to 200 Gap stores in Europe, the majority of these are in the UK, Ireland and France. Yet watch any American movie, TV show or sitcom and the name is commonplace. Indeed, in the US itself Gap is probably more popular than Sweden’s H&M or Spain’s very own Zara.

However, Europe has been a decidedly underwhelming hunting ground for the brand. Despite performing well in the UK – where Gap’s low-to-mid-price apparel has carved for itself a niche market – revenues in Europe have fallen sharply over the past couple of years, down from a 2008 high of €520 million.

The Spanish market has been even tougher for the chain to crack thanks to the prevalence of Inditex-owned stores such as Zara, Pull&Bear, Bershka, Massimo Dutti and Stradivarius, and the popularity of Mango (also Spanish) which operates in the same price-bracket and style space.

But Gap’s European partners Dufry Group appear to have found renewed passion for a retail war in Spain, and have cited the country’s popularity – and improving economy – as reasons behind their decision to test the Spanish waters for the first time.

“Dufry is very proud that Gap entrusted us with opening its first store in Spain, as well as the worldwide largest in an airport,” said Dufry CEO and Gap International Senior Vice President, Julian Díaz. “It is a pleasure for us to work with one of the world’s major fashion brands.”

At 300 square metres, the Málaga store will be the largest Gap store located in an airport anywhere in the world, and will house the GapKids and babyGap collections, too. Málaga airport is one of the busiest airports in Europe, and handled 14 million passengers in 2014 – the majority of which were holidaymakers heading to and from the popular resorts of the Costa del Sol.

For Gap, such a location is the perfect bedfellow for the chain’s casual attire. Its summer and beachwear is well-priced, stylish and simple, while its range of shirts, jeans, sweaters and underwear are ideal for year-round wear, whatever the weather.

“We are thrilled to bring Gap’s casual American style to more customers in Europe,” added Gap International’s SVP Stefan Laban at the unveiling of the Málaga store on Tuesday, January 13. “Given the high affinity and brand awareness towards Gap with the Spanish consumers, we felt partnering with Dufry to create branded shopping experiences in Málaga airport is a terrific next step in our global expansion plans.”

Laban confirmed that Gap is also eyeing other Spanish airports should the Málaga flagship store prove successful.