Gap gives lemons to Piperlime, closes brand

Gap Inc. has announced the decision to close the Piperlime brand — the online platform and a single store in New York — by the end of the first quarter of fiscal year 2015.

Piperlime was the smallest of Gap Inc. brands with yearly revenue below $100 million. That’s less than 1 percent of Gap Inc.’s total revenue base of over $16 billion.

Gap Inc. says they will focus on the five other brands – Gap, Old Navy, Banana Republic, Athleta and Intermix, as well as digital and global growth.