Gap acquires Weddington Way

U.S. apparel giant Gap Inc. has added Weddington Way -- a social shopping platform for bridal parties -- to its burgeoning portfolio.

Founded in 2012, the San Francisco-based social platform is a "digital first, data driven shopping destination," said Gap in a press statement. Wedding Way acts like a virtual showroom that promotes communication and interaction between bridal parties and their members, completely online.

The website targets millennials with an online boutique that stocks modern bridesmaid dresses, and a curated selection of wedding party gifts, which ship to customers globally. All dresses are designed and manufactured internally.

Following the acquisition, Weddington Way will remain based in San Francisco and will continue to operate under the leadership of founder Ilana Stern, who will report to Sebastian DiGrande, executive vice president, strategy and chief customer officer for Gap Inc.

Terms of the transaction are not being disclosed, and "the deal does not have a material impact for the company," added Gap Inc.

Gap Inc. currently operates the Gap, Banana Republic, Old Navy, Athleta, and Intermix brands.

Gap acquires Weddington Way

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