Soma by Chico’s

Soma by Chico’s is a national retailer specializing in women’s intimate apparel, sleepwear, and loungewear, operating as a wholly owned subsidiary of KnitWell Group. The brand was established in 2004 when its founders at Chico’s FAS identified a need for comfortable and thoughtfully designed lingerie and sleepwear. Soma quickly earned recognition for its focus on fit and fabric innovation, introducing collections that have become mainstays in the category.

As of November 2025, Soma operates approximately 250 corporately owned stores across the United States, with a footprint that includes both major metropolitan areas and well-trafficked suburban centers. Over the past five years, Soma has steadily expanded its presence, prioritizing high-traffic retail corridors and lifestyle centers in markets such as Texas, California, Florida, New York, and Illinois. The company’s approach to growth has emphasized selectivity, targeting locations where demand for women’s intimate apparel and experiential retail remains strong.

A notable milestone in Soma’s evolution has been its investment in omnichannel integration. The brand has developed a seamless connection between its physical stores and e-commerce platform, allowing customers to shop in the way that best suits them while supporting efficient fulfillment and service. This digital transformation has not only supported new store openings but has also helped optimize performance in existing locations.

Soma’s store concepts are designed to create a welcoming and comfortable environment, with layouts that prioritize privacy and reflect a modern aesthetic. All stores are corporately operated, ensuring consistency in experience and execution. The company’s leadership remains actively involved in strategic site selection and market analysis, supporting Soma’s reputation as a credible and resilient retailer in the women’s apparel sector. With its established scale, proven retail formats, and ongoing commitment to innovation, Soma continues to be a relevant and adaptable brand for today’s retail landscape.