Gap is turning to new leadership to revitalize its most profitable division. The company announced Michael Francis will take over as CEO of Old Navy starting November 2, succeeding Haio Barbeito, who led the brand since 2022. The news sparked a 12% after-hours stock surge, signaling investor optimism.
Old Navy's recent performance has been a drag on Gap's results. Last quarter, the brand's revenue fell 4% to $2.1 billion, with comparable sales - a critical retail metric - also declining 4%. This marks the first downturn since mid-2023. Given Old Navy's outsized role in Gap's business - generating almost 60% of total sales - its struggles have significantly impacted the parent company.
Francis brings a track record of retail turnarounds. In a statement, he highlighted his focus on refining Old Navy's customer strategy and enhancing the in-store and online experience. Gap CEO Richard Dickson clarified the move isn't a strategic pivot but an effort to speed up ongoing initiatives. "This leadership change is about execution, not reinvention," Dickson said.
The market's bullish response reflects confidence in Francis's ability to steer Old Navy back to growth. A double-digit stock jump is rare for Gap, suggesting investors view the appointment as a potential catalyst. However, the true measure of success will be whether Francis can halt the brand's sales slide.
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Old Navy's dominance within Gap's portfolio makes its revival essential. While Gap's overall comparable sales dipped just 1% last quarter, Old Navy's decline overshadowed modest gains at other brands like Athleta and Banana Republic. The brand's budget-friendly positioning has historically driven foot traffic, but recent missteps in product assortment and marketing have alienated core shoppers. Analysts note that restoring Old Navy's momentum could lift Gap's valuation, but missteps risk further erosion.
For Gap shareholders, Old Navy's rebound is critical. The brand's performance directly influences Gap's financial health, given its revenue share. If Francis can stabilize sales - particularly during the upcoming holiday season - it could signal a broader turnaround.
The market's initial reaction is promising, but sustained growth will require tangible results. Investors should monitor Old Navy's Q4 performance for early signs of progress.
For now, the focus is on execution. With holiday sales around the corner, Old Navy's new CEO faces a high-stakes debut.