Even Olivia Palermo Couldn’t Save Piperlime: E-Tailer Closing

The Gap-owned e-boutique is shuttering its doors.


Image via Piperlime

In surprising retail news, Gap Inc. e-boutique Piperlime has announced plans to close its virtual doors by April. Marketed as a shinier, higher-end boutique addition to the Gap powerhouse (Old Navy, Athleta and Banana Republic), the site had been experiencing a noticeable decline in the past year (including a pared-down brand selection), eventually resulting in a brand relaunch this past August. According to Bustle, “annual sales were under $100 million, which equals out to less than one percent of the company’s revenues,” leading us to believe the tiny profits just didn’t cut it for the mega-brand.

Those familiar with the e-boutique will fondly remember its item collections (hey, they were good!) culled from fashion notables like Olivia Palermo, Rachel Bilson and Rachel Zoe. And though the e-tailer stocks big-name boutique brands like Marc by Marc Jacobs, Milly, DVF and Theory, it simply never emerged as an alternative to shopping department stores and, well, actual boutiques, presumably contributing to its lackluster sales.

For now, the site is offering 25 percent off full-price purchases with the code MUSTHAVE. Better peruse the offerings now; it doesn’t look like they’ll be there for long.