SAN FRANCISCO — Doris Fisher, who co-founded the Gap retail chain with her husband Don Fisher, died Saturday at the age of 94. She passed away peacefully, surrounded by her family, and no cause of death was specified.

The Fishers opened the first Gap store in San Francisco in 1969 following a shopping experience in which Don Fisher could not find a pair of jeans that fit. Doris Fisher came up with the company's name, referring to the generation gap to appeal to younger shoppers. She served as merchandiser for the company until 2003, establishing the brand's style and image.

Gap laid out its stores with clothing organized by size and style, an approach not commonly used by retailers at the time. The company expanded to include the Banana Republic, Old Navy and Athleta brands, and currently operates about 3,570 stores worldwide with annual sales of about $15 billion.

"Doris was a full partner in Gap Inc.'s founding and a path-breaking entrepreneur at a time when that was highly unusual for women. She understood first-hand the value of self-expression, diversity, and inclusion. And she worked tirelessly to ensure that Gap Inc. always did more than sell clothes." Gap president and CEO Richard Dickson said.

Kate Hardcastle, a consumer expert at Insight with Passion, addressed the company's appeal to shoppers. "That is the power of Gap really - at its best, it is not fashion that asks too much of the customer." she said. "Fisher helped build a brand around that rare retail discipline: removing doubt." Hardcastle added.

Fisher was a devoted advocate for the arts and education. She had previously appeared on Forbes' list of 100 most powerful women, and was inducted into the California Hall of Fame in 2011. At the time of her death, she had a net worth of $1.7 billion.

Don Fisher died in 2009. The Fishers' three sons remain involved in the family's business and philanthropic interests.