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Gap rolls out subscription-based baby apparel service

Gap Inc. rolled out a quarterly subscription-based baby apparel service called babyGap OutfitBox, Digital Commerce 360 reported Oct. 6.

Each box costs $70 and includes six items valued at over $100. Gap automatically updates the apparel sizes with each shipment. Shoppers can choose from various themes and change their preference every quarter.

Customers are charged once the box is sent and are given 21 days to decide which items to keep. Gap also offers free shipping and returns.

The retailer started testing the service in May with select customers, but the service is now available on its OutfitBox portal, according to a company spokeswoman.

The Gap spokeswoman reportedly did not mention how the test service would affect sales or how long it would continue.