GoKawiilGap Launches GapBag Handbag Line Designed by Ex-Coach Creative Reed Krakoff
Gap is entering the handbag market with a new collection called GapBag, designed by Reed Krakoff, the former creative leader at Coach. The line reimagines Gap's denim and fleece staples as totes, crossbodies, shoulder bags and smaller accessories, launching online and in select North American stores on September 8.
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The move signals Gap's attempt to diversify beyond apparel into higher-margin accessories, a category CEO Richard Dickson admits the brand has approached without real conviction until now. It also builds on Gap's recent momentum, including a 10% rise in comparable sales, as the company tries to sustain a broader cultural and financial turnaround through design-driven initiatives like GapStudio.
- GapBag transforms Gap's denim and fleece designs into a full handbag and accessories line.
- Reed Krakoff, known for reviving Coach, is leading the new accessories push.
- The launch supports Gap's broader revival strategy amid rising comparable sales.
Coach Willow Leather Tote Bag — If Gap's new Krakoff-designed GapBag has you eyeing accessories, the Coach Willow tote comes from the very house Reed Krakoff helped turn into an accessories powerhouse. Its clean leather silhouette works for commuting, travel, or everyday errands, and it's roomy enough for a laptop and daily essentials.
See Coach Willow Leather Tote Bag on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: entrepreneur.com — Sherin Shibu, 2026-09-02
Published there as: “This Iconic American Retailer Is Worth Nearly $8 Billion. Now It’s Trying to Break into the $15 Billion Handbag Market.”
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