NEW YORK — Chico’s FAS Inc. will launch an e-commerce Web site for its Soma by Chico’s lingerie brand for the holiday season.
The Soma brand, which includes 19 Soma by Chico’s units, is expected to dramatically bolster intimates business for the $1.4 billion parent.
“We are pleased with demand for Soma in our retail stores and on our [chicos.com] Web site,” said Chuck Nesbit, executive vice president and chief operating officer of Chico’s FAS. “At retail, we averaged over $1 million per store location during Soma’s first year and are continuing to build momentum this year. Our e-commerce sales are outpacing our aggressive plan for 2006. We see tremendous opportunity to continue building sales in both retail and e-commerce channels as awareness of the brand builds.”
Nesbit said the Soma Web site will be a building block for the 55 Soma by Chico’s store openings, including in-store shops, the company expects to complete by the end of this year. The company plans to open more Soma locations in 2007 and 2008, Nesbit noted.
“We anticipate [the Web site] will be a significant contributor to Soma sales volume and profit,” he said.
While the Soma brand, which includes foundations, daywear, sleepwear, robes and at-homewear, is available on the Chico’s Web site, Nesbit said the new soma.com will feature “significant enhancements to appearance and shopability.”
“Connectivity with Chico’s is a critical element of our early-stage business strategy,” he said. “Our objective is to be the intimate apparel resource of choice for the Chico’s brand franchise, as well as all women in the Soma target demographic.”
The Soma brand is aimed primarily at the 35- to 55-year-old consumer.
Regarding assortments and styles, Nesbit said, “Today, we carry a more limited assortment on the [Chico’s] Web site than the stores carry. Ultimately, we will carry the full retail assortment, plus e-commerce-only styles and sizes. Pricing is the same in stores and on the Web site today. I cannot speak to our future pricing strategy at this time.”
Nesbit added, “The promotional program on the e-commerce site currently mirrors the store promotional plan. Over time, I expect to test e-commerce-specific events.”