Gap shutters mobile-friendly Piperlime

Gap is closing down the online-only—and most mobile-friendly—of its retail outlets: Piperlime.

Piperlime began in 2006 as a shoe boutique positioned to compete with Zappos and Amazon, but quickly became a way for Gap to sell national brands and smaller fashion labels. Piperlime courted millennials by partnering with fashion bloggers and stylists. Less than six months ago, Piperlime unveiled a website makeover that included a platform for social shopping and the first-ever Piper Collection. Story