Soma

What Soma does

Soma is a US-based women's intimates and apparel retailer that designs, markets, and sells bras, panties, lingerie, sleepwear, shapewear, swimwear, and adjacent apparel directly to consumers. The brand operates as a wholly-owned subsidiary of Chico's FAS (NYSE: CHS), sharing corporate infrastructure with sister brands Chico's and White House Black Market, and reaches customers through a nationwide network of physical boutiques plus an owned e-commerce storefront at soma.com. The customer base is women seeking well-fitting, comfort-oriented intimates; the assortment spans sizes XS-XXL, band sizes 32-44, and cup sizes A-I, with positioning that explicitly accommodates body changes including those driven by weight-loss medication adoption.

The product line is anchored by three proprietary, trademarked fabric and construction technologies: Cool Nights® temperature-regulating pajamas (over 16 million units sold cumulatively), Enbliss® wireless-support bras and bralettes, and patented Vanishing Edge® no-show panty technology. These are complemented by collections in lace, cotton foundations, lightweight unlined bras, swimwear, and bra dresses. Services such as complimentary in-store bra fittings and the free Style Connect virtual styling function serve as fit-driven differentiators against digitally native intimates competitors and are central to acquisition and retention.

Soma's revenue model is direct-to-consumer transactional, with full-price and promotional pricing layered with a Soma-branded credit card earning 7.5% back, a Soma Rewards+ loyalty program, and frequent BOGO and clearance promotional cadence across bras, panties, sleepwear, and apparel. The brand drives traffic through email, social media (Instagram, Pinterest, Facebook, YouTube, X), and store-locator-driven footfall into boutiques, with curbside and in-store pickup available alongside online ordering. Geographic scope is domestic United States only.

Name

Soma

Legal name

Chico's Distribution Services, LLC

Website

https://soma.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Soma is a US-based direct-to-consumer women's intimates and apparel retailer operating as a subsidiary of Chico's FAS (NYSE: CHS), selling branded bras, panties, sleepwear, shapewear, swimwear, and apparel through boutiques and soma.com to women seeking comfort-focused, size-inclusive intimate apparel.

Ownership category

akta.pro rank

Product category

Women's Intimates & Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Bras & Bralettes (CRAAAIAA), Panties & Briefs (CRAAAIAB), Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE), Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Shapewear & Body Contouring (CRAAAIAC)

Keywords

• Women's intimates apparel
• Bras and panties
• Lingerie sleepwear
• Shapewear swimwear
• Intimates boutique

Headquarters

HQ city

Fort Myers

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Intimates and Apparel Sales: Soma generates revenue through direct retail sales of women's intimates, lingerie, bras, panties, shapewear, sleepwear, swimwear, dresses, and apparel. Products are sold at full price and through promotional sales events including BOGO offers and clearance markdowns.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Soma designs, develops, and retails women's intimates and apparel—including bras, panties, lingerie, sleepwear, shapewear, swimwear, and bra dresses—through its owned e-commerce site soma.com and physical boutique stores in the United States. The brand is anchored by proprietary fabric technologies such as Cool Nights® temperature-regulating pajamas, Enbliss® cloud-soft wireless bras, and patented Vanishing Edge® no-show panties, with size inclusivity spanning band sizes 32-44, cup sizes A-I, and apparel sizes XS-XXL.

Product overview

Soma is a women's intimates and loungewear retailer offering a comprehensive portfolio of products centered around innovative bra and underwear technology. The core offering spans bras (including wireless Enbliss® cloud-soft collection and Embraceable mood-boosting styles), panties (featuring patented Vanishing Edge® no-show technology), and sleepwear (led by the bestselling Cool Nights® pajamas with 16 million units sold). The product line extends to lingerie, shapewear, swimwear, bra dresses, and general loungewear apparel in sizes XS to XXL and band sizes 32-44 with A-I cups. Key sub-brands include the Summer Lace Collection and Vacay Shop resort line. Services include free in-store bra fittings, Virtual Styling (Style Connect), and the Soma Rewards+ loyalty program. All products are available through physical boutiques and online channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Bras Full range of bras including wireless, push-up, bralettes, strapless, and sports bras in select styles ranging from 32-44 bands and A-I cups, sold to individual women consumers.
• Enbliss® Collection Cloud-soft wireless support bras and bralettes providing lift without wires across multiple styles and silhouettes, marketed as a proprietary branded bra line.
• Panties Women's underwear in sizes XS-XXL sold at full price with Buy 3 Get 3 Free promotions, available up to 60% off in sale categories.
• Vanishing Edge® Panties Patented no-show underwear technology that keeps panties in place with a no-ride, no-roll, no-show finish for a smooth silhouette.
• Cool Nights® Pajamas Bestselling lightweight pajamas made with cool-to-touch fabric that prevents sticking, featuring hidden pockets; over 16 million units sold.
• Sleepshirts Women's sleepwear shirts available online starting at $25, including BOGO 50% Off promotions.
• Pajama Sets Cool Nights® pajama sets available online starting at $35, with BOGO 50% Off promotions on pajamas.
• Lingerie Intimate apparel including lace and sheer mesh cutout pieces in various styles and prints.
• Shapewear Body-smoothing shapewear designed to create a feminine silhouette.
• Swimwear Women's swimwear including supportive bra dresses designed for in and out of the water, with up to 50% off promotions online.
• Bra Dresses Versatile dresses designed to be worn with built-in bra support, available in maxi, short, and long lengths in styles including Soft Jersey and from brands like Bleu Rod Beattie, ranging from $44.50 to $110.
• Apparel Women's loungewear clothing including tops, pants, shorts, and dresses in sizes XS to XXL, with apparel from $19.99 and BOGO 50% Off lounge promotions.
• Cotton Bra Cotton-based bras offering touchable softness and breathability for everyday wear.
• Lightweight Unlined Bras Barely-there feel unlined bras designed for lightweight comfort.
• Embraceable Bras Mood-boosting bras featuring fun prints and colors.
• Summer Lace Collection Lace intimate apparel collection featuring Fine Line Lace, described as soft and intricate, available as a seasonal themed line.
• Vacay Shop Resort collection featuring coordinated swim, sleep, and loungewear pieces for vacation use.
• Soma Rewards+ Loyalty rewards program offering points and rewards to repeat customers for retention and repeat purchases.
• Virtual Styling (Style Connect) Free professional virtual styling advice service for customers who cannot visit a physical store.
• In-Store Bra Fittings Complimentary in-store bra fitting service offered at Soma boutique locations to help customers find the correct size and style.

Quantifiable outcome

• Over 16 million Cool Nights® pajamas sold, with millions of women getting better sleep with the product.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Chico's FAScoreOthersSoma is a subsidiary brand of Chico's FAS, a publicly traded apparel company. Chico's FAS also owns Chico's and White House Black Market brands. Soma's investor relations and careers pages redirect to Chico's FAS corporate pages.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ThirdLove: ThirdLove is a digitally native intimates brand known for half-cup sizing, an at-home fit quiz, and a focus on inclusive sizing. It directly competes with Soma on the wireless/bralette category (overlapping with Enbliss®) and for customers seeking fit-first DTC experiences.
• Natori: Natori is a premium intimates and sleepwear brand known for designer-led lace details and Asian-influenced silk prints. It directly competes with Soma in the upper-tier sleepwear and lace lingerie categories (overlapping with Soma's Fine Line Lace Collection).
• CUUP: CUUP is a digitally native premium intimates brand with a minimalist aesthetic and patented underwire-free bras. It overlaps with Soma's Enbliss® wireless collection and competes for the modern, design-conscious bra buyer willing to pay a premium.
• Victoria's Secret: Victoria's Secret is the leading specialty intimates retailer in North America operating both e-commerce and ~1,000+ physical stores, selling bras, panties, sleepwear, and loungewear. Soma competes head-to-head on assortment depth, bra fitting services, and brand-led marketing targeting similar women customers.
• Savage X Fenty: Savage X Fenty is a digitally native intimates and loungewear brand with a membership/club model and broad size inclusivity. It competes with Soma on lingerie sets, sleepwear, and body-positive positioning targeted at younger women shoppers.
• True & Co: True & Co is a digitally native intimates brand founded with an at-home try-on and fit-quiz model. It overlaps with Soma's fit-first, inclusive sizing value proposition and wireless bra category.
• Adore Me: Adore Me is a digitally native intimates brand using a try-before-you-buy/loyalty membership model. Now owned by Victoria's Secret, it competes with Soma on price-point bras, panties, and sleepwear, particularly the value-conscious shopper.
• Hanky Panky: Hanky Panky is a premium panties specialist famous for its signature lace thong. It is a key specialty competitor to Soma's Vanishing Edge® panties line in the no-show, all-day-comfort category.

Broad incumbents

• Calvin Klein (PVH Corp): Calvin Klein is a flagship intimates, underwear, and loungewear brand within PVH's portfolio, sold through department stores, specialty retailers, and its own e-commerce. It competes with Soma in bras, panties, and sleepwear at a broader, more brand-led positioning.
• Aerie (American Eagle Outfitters): Aerie is the intimates and loungewear sub-brand of American Eagle Outfitters with a body-positive, no-retouching positioning. It competes with Soma across bralettes, sleepwear, and underwear but is part of a much broader specialty retail portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/somaintimates
• YouTubeyoutube.com/SomaIntimates
• Facebookfacebook.com/SomaIntimates
• Instagraminstagram.com/somaintimates
• Pinterestpinterest.com/somaintimates
• LinkedInlinkedin.com/company/soma-intimates

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Soma