In 2025 retailers are innovating, adapting, and directly challenging GAP’s market share with new merchandising strategies, evolving consumer targeting, and fresh approaches to affordable fashion. Here’s the Top 10 GAP Competitors & Alternatives in 2025 represent a diverse mix of global giants and innovative newcomers who are reshaping consumer expectations, challenging GAP’s legacy, and driving new trends in affordable, accessible apparel.
Top GAP Competitors by Sales Revenue
| Rank | Company Name | Denim Sales Revenue |
|---|---|---|
| 1 | Madewell | $1.05 Billion |
| 2 | Levi Strauss & Co. | $1.02 Billion |
| 3 | Kohl’s | $286.86 Million |
| 4 | Hollister Co. | $119.08 Million |
| 5 | Chico’s | $48.25 Million |
| 6 | Anthropologie | $29.53 Million |
| 7 | Nordstrom | $28.29 Million |
| 8 | Free People | $22.44 Million |
| 9 | Boot Barn | $19.89 Million |
| 10 | Walmart | $17.72 Million |
Source: Denim compeitors ranked by their total sales revenue from denim products between August 30, 2024, and August 30, 2025, using Particl data.
The top GAP competitors are
1. Madewell
Madewell is an American clothing and accessories brand founded in 2006 as a sister brand to J.Crew, though it originally traces its name and inspiration to a 1937 workwear company. Best known for its high-quality denim, Madewell is celebrated for flattering fits, sustainable practices, and a modern yet timeless aesthetic that appeals particularly to millennial men and women seeking versatile, casual styles.
2. Levi Strauss & Co.
Levi Strauss & Co. is an iconic American apparel company and the world’s largest maker of pants, especially renowned for its blue denim jeans, Levi’s. Founded in 1853 in San Francisco, Levi’s pioneered riveted jeans and has become synonymous with durability, authenticity, and global cultural relevance in denim.
3. Kohl’s
Kohl’s is a leading American omnichannel retailer with over 1,100 stores nationwide, offering a diverse assortment of products, including apparel, home goods, and accessories. Kohl’s appeals to value-conscious families through affordable, stylish products, and a loyalty-driven, convenient shopping experience both online and in stores.
4. Hollister Co.
Hollister Co., part of Abercrombie & Fitch, is a casualwear brand inspired by Southern California surf culture, targeting teenagers and young adults. Known for its laid-back, youthful aesthetic, the brand offers denim and apparel that capture a relaxed coastal vibe, with frequent updates to keep up with trends.
5. Chico’s
Chico’s is a specialty retailer founded in 1983, focused on offering personalized and fashionable clothing, primarily for women aged 30 and older. With private-branded clothing and a customer-first approach, Chico’s stands out for its unique sizing systems and commitment to empowering and serving its loyal female clientele.
6. Anthropologie
Anthropologie is a specialty retailer established in 1992, targeting creative and educated women aged 30 to 49. It offers curated clothing, accessories, home décor, and furnishings, and is famous for its artistic, bohemian-inspired aesthetic and immersive in-store shopping experiences.
7. Nordstrom
Nordstrom is an American luxury department store chain founded in 1901. Known for its legendary customer service, Nordstrom provides a wide array of premium apparel, accessories, and, notably, denim from both well-known and up-and-coming brands, in its full-line stores and off-price Nordstrom Rack locations.
8. Free People
Free People is a bohemian-inspired brand owned by Urban Outfitters, Inc., catering to creative, confident women. Originating in the 1970s, Free People designs and sells unique denim and lifestyle apparel that blends femininity and edginess, distributed globally through stores and e-commerce.
9. Boot Barn
Boot Barn is the largest specialty retailer in the U.S. focused on western and workwear, including denim, apparel, and footwear for men, women, and kids. Founded in 1978, Boot Barn specializes in serving lifestyle needs of rural communities, tradespeople, and enthusiasts of western culture.
10. Walmart
Walmart is the world’s largest retailer by revenue, operating thousands of supercenters, discount stores, and e-commerce sites globally. Known for its low prices and vast product selection, Walmart offers denim through its many private labels, making stylish jeans accessible to a broad consumer base.
