Old Navy

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Old Navy
Industry Retail
Founded 1994
Headquarters San Francisco
Number of locations
Key people
Art Peck (CEO of parent Gap Inc.)
Stefan Larsson (President)
Products Clothing
Parent Gap Inc.
Website OldNavy.com

Old Navy is a popular clothing and accessories retailer owned by American multinational corporation Gap Inc.[1] It has corporate operations in San Francisco and San Bruno, California. The largest of the Old Navy stores are its flagship stores, located in New York City, the Mall of America, Seattle, Chicago and San Francisco.


Under the direction of Millard Drexler, Gap adopted an upscale image during the 1980s. Later in the decade, the company would see the addition of divisions babyGap, Banana Republic, and GapKids. In the early 1990s, Target Corporation looked to establish a new division, branded as a less expensive version of Gap;[2] in 1993, Drexler responded by opening Gap Warehouse in existing Gap outlet locations.[3] The subsequent year, the division was renamed Old Navy in order to establish a separate image from its parent;[2] the first locations were opened in the northern California towns of Colma, San Leandro and Pittsburg.[4] The division grew quickly; in 1997, it became the first retailer to pass $1 billion in its first four years in business, and opened 500 stores by 2000. In 2001, Old Navy began its international expansion with the opening of 12 stores in Ontario, Canada.[2]

The third Old Navy logo, used from 2005 through 2009.

In 2005, Old Navy's then-president Dawn Robertson looked to address the competition she saw in Hollister Co. and American Eagle Outfitters by rebranding the division with a "high fashion feel". In addition to a new logo, several locations were built or remodeled to reflect the "New Old Navy.";[5] one such location in St. Petersburg, Florida cost roughly $5 million to develop. Unlike the traditional industrial warehouse style most Old Navy locations possess, the new stores were boutique in nature, featuring green building materials, rock gardens, large murals and posters, as well as many mirrored and silver accents. Also, advertisements began to be created in-house, and substituted the original kitschy and humorous feel for a high fashion and feminine directive.[6] These stores proved to be a disappointing investment and Robertson was asked to leave the company.

In 2011, Old Navy began a second rebranding to emphasize a family-oriented environment, known as Project ONE. It targets Old Navy's target customer (the fictional "Jenny", a married mother of at least one child) and features better lighting, vibrant colors, layouts that make shopping easier, quick-change stations, and a more efficient cash wrap design. By July 12, one third of the company's North American locations had adopted the redesign.[7]


An Old Navy neon sign logo in Queens, New York.
The Old Navy flagship store in the Philippines was opened last March 22, 2014 located at Bonifacio Global City, Philippines.

Flagship stores also have "collection" business clothes for women, plus size and maternity sections. As of summer 2007 however, plus-size clothing is only available online and has been pulled from all stores. Previously, Old Navy attempted to launch a bath and body line, called ONbody (Obsessively Natural).[8]


  • In 2013, Gap Inc. ranked 5th among specialty retailers in the list of World's Most Admired.[9]
  • Members of Business for Innovative Climate and Energy Policy (BICEP) [10]


  1. ^ "Old Navy". Gapinc.com. Retrieved March 2, 2013. 
  2. ^ a b c "History of Old Navy, Inc. – FundingUniverse". Fundinguniverse.com. Retrieved March 2, 2013. 
  3. ^ "JSOnline.com News Archives". Nl.newsbank.com. March 25, 1998. Retrieved September 4, 2012. 
  4. ^ "Women's & Men's Clothes: Plus Size, Maternity, Baby & Kids' Clothing". Old Navy. Retrieved September 4, 2012. 
  5. ^ "Business: Old Navy trying new look". Sptimes.com. Retrieved September 4, 2012. 
  6. ^ "Old Navy May Still Be at Sea". Businessweek. November 25, 2009. Retrieved September 4, 2012. 
  7. ^ Holmes, Elizabeth (November 18, 2009). "Old Navy's Renewed Zest Is Likely to Lift Gap - WSJ.com". Online.wsj.com. Retrieved March 2, 2013. 
  8. ^ "ON Body". Old Navy. Retrieved September 4, 2012. 
  9. ^ "2013 awards". 
  10. ^ "BICEP homepage". 

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