Gap has officially returned to Covent Garden with a newly reimagined flagship store, marking a confident new chapter for the American retailer’s UK comeback.
The store at 30-31 Long Acre opens its doors to the public on 7 November, signalling renewed investment in brick-and-mortar retail after several years of digital-first focus.
Spanning 3,250 square feet across two floors, the Covent Garden flagship fuses Gap’s classic American heritage with modern, experiential design. Inspired by the brand’s concept store in New York’s Flatiron district, the space features shoppable zones dedicated to Gap’s wardrobe icons, including denim, khakis, fleece, logo, and shirting, as well as limited-edition collaborations.
The store also celebrates London’s creative community, with cultural touchpoints woven into the retail experience. A curated vinyl selection from the city’s legendary Honest Jon’s record shop and a library of photography, fashion and art books highlight the brand’s aim to connect with customers through culture as well as style.
“We’re thrilled to return to this iconic address and reconnect with our UK customers,” said Mark Breitbard, President and CEO of Gap. “Stores are the ultimate representation of our brand, and Covent Garden reflects how we’re modernising the customer experience and scaling our global retail playbook.”
The reopening is the first of three new London locations under Gap’s partnership with NEXT, which oversees the brand’s UK and Ireland operations.
In addition to the Covent Garden opening, Gap’s opening stores at Westfield White City on 5 December, followed by a Gap Outlet at Wembley on 18 December. Together, the launches represent a broader shift in the fashion industry, where brands are rediscovering the power of in-person connection to build relevance and loyalty.
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