soma

Founded in 2004 as a division of Chico’s FAS, Soma Intimates was launched to fill a gap in the market for women who felt underserved by the overt sex appeal of competitors like Victoria’s Secret. Based in Fort Myers, Florida, the brand is led by an all-female design team that prioritizes comfort and "solutions" over trends, focusing on common fit issues such as back smoothing and temperature regulation. Soma is best known for its proprietary innovations, including the "Vanishing Back" bra technology and "Cool Nights" sleepwear, which uses breathable fabrics to combat night sweats—a direct appeal to its core demographic of women aged 35 and older.

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