Parent company Gap Inc. has partnered with Reliance — the country’s largest retailer, with $26 billion a year in annual sales — to open Gap stores and also distribute the label online as well as in other multi-brand retailers.

The long-term deal is just the latest in a series of strategic moves made by Gap Inc. to leverage the Gap brand beyond traditional growth channels. Most recently, it launched a licensed eyewear collection, and began selling Gap Home products at Walmart.

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Is It Time for Gap Inc. to Go Private?

Market share is shrinking, discounts are deepening and the group’s once-powerful grip on the consumer has disintegrated. As a public company, its options are limited.