It's a sad day for Piperlime fans, i.e., people who like the idea of Zappos but not the low price point. Gap Inc. is officially shutting down the online retailer, instead choosing to focus on their more popular brands like Banana Republic and Athleta.

Via Fortune:

[Piperlime] never caught on with a wide audience beyond its core, dedicated customers, and its revenues never topped $100 million, a drop in the bucket for a company with annual sales exceeding $16 billion.

Gap said it would "focus on its portfolio of five brands – Gap, Old Navy, Banana Republic, Athleta and Intermix, as well as digital and global growth." Gap has said that it thinks Athleta can emerge as a fourth major brand.

But now where will you go for a Rachel Zoe-curated wardrobe, other than Rachel Zoe's Twitter, newsletter or Instagram???

Image via Getty.