On 15 October, international fashion brand Gap will open its first store in Estonia at Ülemiste Centre. Gap’s Estonian online store will go live on the same day, making the brand’s full range available to shoppers from opening day.
The new store will be located on the second floor of Ülemiste Centre and will cover almost 340 square metres of retail space. Both the store and the online store will be operated by Iconic Brands Nordic, the exclusive partner of Gap Inc. in the Nordic and Baltic countries, responsible for developing Gap’s retail, wholesale and digital sales in the region. Entering the Estonian market is part of Gap’s broader strategy to strengthen its position in the Baltics and expand its reach in Europe.
According to Facundo Ginobili, Senior Vice President of Franchise and Wholesale at Gap Inc., the company aims to connect with people through local stories and experiences. “We see great growth potential in the Nordic and Baltic countries, and our partnership with Iconic Brands Nordic helps us stay as close as possible to customers here,” he said. “We are bringing the Gap range to people in Estonia both online and in stores, to offer fashion lovers a shopping experience without borders.”
For now, the store at Ülemiste Centre will remain Gap’s only standalone store in the whole of Scandinavia and the Baltics – until now, the brand has been available in the region only through partner department stores and e-commerce sites.
“We believe that Gap’s simple, recognisable style and timeless basics will quickly find their way into Estonian customers’ wardrobes,” said Kristjan Rajando, CEO of Iconic Brands Nordic. He added that since the store and the online store are opening at the same time, shoppers will have access to the full Gap range from day one.
According to Guido Pärnits, Director of Ülemiste Centre, the arrival of a major international brand in Estonia confirms that the local market is still seen as attractive and as having room to grow. “Optimism is back in the economy, and that encourages big retailers to invest here. Confidence in the local market and the recovery of consumer spending is growing again,” he added.
He stressed that Gap’s arrival at Ülemiste Centre had been long awaited. “Our customers keep a close eye on global fashion trends, and international brands are highly valued here. Gap’s decision to choose Ülemiste Center for its first store in Estonia is an important recognition,” Pärnits explained.
Gap’s expansion plan got under way in August this year on the Scandinavian fashion platform Boozt, after which its collections arrived in Stockmann department stores in Estonia, Finland and Latvia.
Gap Inc. is one of the largest clothing retailers in the United States, with a brand portfolio that includes Old Navy, Gap, Banana Republic and Athleta. The brands’ clothing, accessories and lifestyle products are sold worldwide through the company’s own stores, franchise stores and online retailers.
Iconic Brands Nordic was founded in 2025 as a joint venture between Brandgate Group and Tristafan. It is the exclusive partner of Gap Inc. in the Nordic and Baltic countries and is responsible for developing Gap’s retail, wholesale and digital sales in the region.
