Gap launches kids' subscription service 'Superbox' for Old Navy

By

Obi Anyanwu

Published
Nov 2, 2017

Gap tried its hand at the subscription service model in October with its 'Baby Gap Outfit Box' that offered five mix-and-match pieces every 3 months. The company on Wednesday expanded the model to Old Navy with the launch of 'Superbox', a subscription box for children.

 
Superbox offers boxes with six items worth over $100 for children ages 5 through 12 years and retails for $69.99. Parents that subscribe for the quarterly subscription service can choose a gender for the product box and a style for their child, including classic, cool, preppy and sporty. Old Navy also offers a 'Surprise Me' option for parents and children that aren’t very picky.
 
The subscription box business model may be retail’s new frontier. Companies like Under Armour and Rent the Runway launched subscription services in October alongside Gap, and followed in the footsteps of companies like Birchbox, Trunk Club and Five Four.

San Francisco-based company Stitch Fix is proof of how lucrative the subscription service business model is, given that the company filed an IPO in October after having reached nearly $1 billion in sales in 6 years.
 
Gap launching Superbox on Old Navy is sure to contribute to the retailer’s growth expectations. The company reported in August that it expects Old Navy's net sales to exceed $10 billion in the next few years, which will be led by the opening of several Old Navy stores and online and mobile growth.
 
Shoppers can sign up for Old Navy’s Superbox subscription service on the retailer’s website.