(Filed Under wholesale Lingerie News). Soma, a division of Chico’s FAS, Inc., has launched its “Breathe Beautifully” bra collection with under wire cups that it claims allow “56% more airflow” than similar cups from five, un-named, major competitors.

The “innovative and supportive” bras are specifically designed to “keep you beautifully cool!” announced Soma president Laurie Van Brunt. Made of nylon/spandex, the bras are available in full coverage versions in sizes 34-36B-DDD; 38C-DDD; 40C-DD and in demi versions in sizes 32-36A-DD; 38B-D. All the bras retail for $50 and in colors ivory, light nude, soft tan, black, pale jade and lakeshore.

Soma has been a particularly bright spot for Chico’s which, as an overall company, had a difficult 2013. According to the firm, it now operates “250 boutiques” in the U.S., up from 209 at the end of 2012. And in an investor conference call discussing the third quarter of 2013, Chico’s president and CEO Dave Dyer noted that “Soma is generating some of the best comps in specialty retail, with the third-quarter comparable sales up a high single digit percent on top of strong double-digit comparable sales results last year.”

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Published 03-13-2014 by Nick Monjo