The Gap Buys INTERMIX And Their Fur Free Baggage

On January 3rd it was announced that The Gap had acquired INTERMIX for $130 million. INTERMIX generates sales that are estimated to be around $130 million annually. (That's sales, not profit.) So This deal with Gap worked out to be about dollar for dollar. The Gap bought INTERMIX from its founders and private-equity firm Goode Partners LLC, which owned 40 percent. I'm very curious why exactly Goode Partners left INTERMIX and put their stake in the company up for sale, but one can only assume it's due to INTERMIX's rapid expansion (15 new stores in six years, nearly doubling it's size.) Opening up a new location isn't exactly cheap, and due to the rate of INTERMIX's expansion, it's understandable why Goode Partners would pull out. Overall brand awareness might increase with new locations, but turning a profit takes time. When it was announced that Goode Partners was getting out, The Gap Inc. swooped in.

Losing 40% stake in your business is a huge issue. Once it was announced, INTERMIX had to act fast. The Gap didn't have much of a stake in luxury fashion, and saw INTERMIX as a potential avenue for expansion in that area. However, part of INTERMIX's profitability is based on the fact that INTERMIX makes money selling fur. Frankly my dear, that's blood money... 

Now here's where it gets really interesting. The Gap is fur free. In fact all of The Gap's brands (Banana Republic, Old Navy, Piperlime, and Athleta) are fur free retailers. The Gap's latest acquisition, INTERMIX, is far from it. Fur Free LA has led a campaign against INTERMIX's sale of fur for over a year. Now that INTERMIX has a new parent company, it's imperative that we contact The Gap and let them now how we feel about INTERMIX selling real fur. Unfortunately for the animals, INTERMIX founder Khajak Keledjian, is still Chief Creative Officer. However now he has to report to Art Peck, President of Gap Inc's Growth Innovation and Digital Division. Using the pelts of animals that have been beaten, anally electrouted, and killed for their fur is far from innovative. For INTERMIX to truly expand, I suggest getting into the business of compassionate fashion.

Today, Monday, January 7th, we're asking everyone to contact The Gap Inc and urge them ban the sale of fur at INTERMIX. As far as a corporate and social responsibility goes, it's the right thing to do.

Contact The Gap
PHONE: 650-952-4400 (Corporate Office)
EMAIL: press@gap.com or custserv@gap.com
TWITTER: https://twitter.com/Gap
FACEBOOK: www.facebook.com/gap

The Gap has also been added to our list of petitioners on our INTERMIX: Please Go Fur Free petition (www.change.org/intermix)

This acquisition is a huge opportunity for our campaign, and we need all the support we can get. Tell your friends! Spread the word!

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The Gap Buys INTERMIX And Their Fur Free Baggage