TECHNOLOGY

Gap Inc. launches another subscription box for kids

BY Deena M. Amato-McCoy

A specialty retailer is once again expanding its subscription box portfolio.

Gap Inc.’s newest subscription box, called BedtimeBox, features children’s sleepwear in sizes ranging between 6 months to 5T. The box is filled with three sleep sets, and is offered every three months.

Customers create their subscription box account on a website separate from Gap and BabyGap. They create a profile by answering a few questions about their child, including gender, sizes and style preferences, and Gap stylists use these details to fill the box with merchandise.

Each shipment costs $49, which is approximately 40% off the retail price. All returns are free and there are no styling fees, according to a blog on Gap’s website.

“The new BedtimeBox is another way for us to move closer to the customer, and fulfill their needs with sleepwear, which is a category we know parents need to restock constantly as their child grows,” said Margaret Yang, senior director of buying, Gap Kids & Baby Online.

The Bedtime Box is the third offering in Gap’s subscription box portfolio. Last fall, the company launched its BabyGap Outfit box , followed by the Old Navy Superbox, which targets kids ages 5 through 12.

Gap is not the only company targeting shoppers with curated children’s merchandise. Target also recently launched a clothing subscription box featuring its popular kids line, Cat & Jack. Called the Cat & Jack Outfit Box, the program gives customers the option to subscribe on a quarterly basis or through a single order.

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