Soma Intimates, a Chico subsidiary, was founded in 2004 and focuses on women's lingerie and sleepwear. Since its inception, Soma has been dedicated to providing women with perfectly fitting intimates, leveraging their expert Fit Stylists, who can determine an exact bra size in minutes.
From day one, Soma focused on addressing the specific needs of women, particularly those who may have undergone surgery, have larger body sizes, or require exceptional comfort. It targets women aged predominantly around 52 but
extends its reach to the 35-year-old and above demographic, emphasizing an "age-defying" look in its products. Soma's all-women-led design team, spearheaded by Vice President of Design Holly Wilson, has continuously innovated to create bras, panties, and other intimate apparel that prioritize inclusivity and comfort.
This team is instrumental in aligning product designs with business strategies to spur growth. The parent company, Chico's FAS, Inc. , headquartered in Fort Myers, Florida, is a leading women's omnichannel specialty retailer that also owns the retail brands Chico's and White House Black Market.
Under Chico's FAS's ownership, Soma has also adapted to evolving retail trends through innovations and omnichannel strategies. Key Takeaways Soma was founded in 2004 by Chico's FAS, aiming to provide comfortable lingerie for women. The brand has expanded its product line to include dresses, loungewear, and swimwear.
Soma emphasizes customer satisfaction through services like personalized shopping and bra fitting. The company is dedicated to social responsibility, engaging in philanthropy and sustainability efforts. Soma uses technology for online shopping and data-driven…
