Gap opens its first store in Estonia at Ülemiste Centre

Gap opened its first Estonian store at Ülemiste Centre today, the brand’s only standalone store in Scandinavia and the Baltics. Fittingly, the opening fell on International Hoodie Day, and several well-known people visited the store in the very first hours.

Legendary American fashion brand Gap opened its first store in Estonia today at 10:00 on the second floor of Ülemiste Centre. Covering almost 340 square metres, it is the brand’s only standalone physical store in the whole of Scandinavia and the Baltics.

The opening morning was hosted by Ženja Fokin, DJ Lauri Täht set the mood, and guests were treated to refreshments from the popular Kafe café. Several well-known influencers also came to celebrate the opening of the new store, including Laura Rannaväli, An-Marlen, Kristjaana Mere, Helena Maricic, Aveliina Kaasik, Bianca Saal, Thomas Tomp, Katariina Merila, Mariliis Kaer, Tom Silbaum, Kristina Sikk, Laura Liisa Leosk and Sebastian Freiberg.

The store sells Gap’s women’s, men’s and kids’ collections, including the brand’s best-known basics such as jeans, logo sweatshirts, chinos and T-shirts.

“The morning queue and the warm welcome confirm that people in Estonia have been waiting for Gap. Gap’s simple, recognisable style and timeless basics suit any wardrobe,” said Kristjan Rajando, CEO of Iconic Brands Nordic.

Entering the Estonian market is part of Gap’s broader strategy to strengthen its position in the Baltics and expand its reach in Europe. Until now, the brand had been available in the region only through partner department stores and e-commerce sites. The expansion got under way in August this year on the Scandinavian fashion platform Boozt, after which the brand’s collections arrived in Stockmann department stores in Estonia, Finland and Latvia.

According to Facundo Ginobili, Senior Vice President of Franchise and Wholesale at Gap Inc., the company aims to connect with people through local stories and experiences. “We see great growth potential in the Nordic and Baltic countries, and our partnership with Iconic Brands Nordic helps us stay as close as possible to customers here,” he said. “We are bringing the Gap range to people in Estonia both online and in stores, to offer fashion lovers a shopping experience without borders.” 

According to Guido Pärnits, Head of Ülemiste Centre, the arrival of a major international brand in Estonia confirms that the local market is still seen as attractive and as having room to grow. “Optimism is back in the economy, and that encourages big retailers to invest here. Gap’s decision to open its first Estonian store at Ülemiste Centre, of all places, is an important mark of quality for us,” he added.

Gap Inc. is one of the largest clothing retailers in the United States, with a brand portfolio that includes Old Navy, Gap, Banana Republic and Athleta. The brands’ clothing, accessories and lifestyle products are sold worldwide through the company’s own stores, franchise stores and online retailers.

Iconic Brands Nordic was founded in 2025 as a joint venture between Brandgate Group and Tristafan. It is the exclusive partner of Gap Inc. in the Nordic and Baltic countries and is responsible for developing Gap’s retail, wholesale and digital sales in the region.