Only six years ago, Gap Inc was telling investors that its Athleta yoga clothing brand was on its way to becoming a $2 billion-a-year brand as it attracted legions of fans drawn to its high quality, hip activewear that was less expensive than that of Lululemon Athletica.
But that was two CEOs ago. Gap Inc, which also owns Old Navy and Banana Republic, said on Tuesday that it was replacing Athleta CEO Chris Blakeslee, tapping Maggie Gauger, a 20-year veteran of Nike, to try her hand at re-invigorating a brand that had once been seen as a key motor for Gap Inc’s growth despite being smaller than its sister brands. The once high-flying brand has faltered since sales peaked at $1.45 billion four years ago. Last year, the business’s sales came in at $1.353 billion, roughly on par with the year before, and then declined sharply in the first quarter of the current fiscal year.
