Soma bras where to buy

Listen up ladies: It’s time for a bra upgrade and you know it. If the bra you’re wearing right now is showing any signs of wear and tear or simply doesn’t feel like it gives you the best support anymore, you need new underwear.

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The good news is you can score a Soma bra for just $15 today in honor of Soma’s 15-year anniversary celebration.

Yep, you read that right. Soma’s best-selling bras usually retail anywhere between $30 to $62, but you can snag one from their Enbliss Collection, Vanishing Back Collection and Embraceable Collection for at least half off. The catch? The deal is only valid today, August 25.

Shop Any Soma Bra for $15 Today

Full Coverage Lace Trim Bra soma $58.00

$15 with code

Unlined Front Close Lace Bra soma $16.99

$15 with code

Geo Lace Racerback Full Coverage Bra soma $48.00

$15 with code

Satin & Lace Perfect Coverage Bra soma $16.99

$15 with code

If you’re new to the brand, know that Soma bras are loved at the Good Housekeeping Institute. Among the bras being discounted today is the Soma Vanishing Back Unlined Front Close Bra, which our experts named one of the best bras they tested because it skips the padding and uses a smooth, unlined fabric instead. Bonus: It won’t shrink in the wash.

Here’s how to get a Soma bra for $15:

  1. Visit after 7 a.m. ET today, August 25.
  2. Once you find a bra you like, enter coupon code “38010” at checkout.
  3. This sale is online only, and the coupon code works for only one bra per customer.

Since this surprise anniversary sale will only last for one day, you better act fast!

For can’t-miss news, expert beauty advice, genius home solutions, delicious recipes, and lots more, sign up for the Good Housekeeping newsletter.

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Shanon Maglente As the Products & Reviews Assistant at, Shanon covers the best deals and products across home, appliances, health, beauty and parenting.

Women With Big Busts Swear by This Bra — and It’s Just $15 Today Only


I have, at various times in my life, found myself understocked on well-fitting bras in acceptable condition. You know those moments — digging through your drawer to pull out the same beat-up, pilling, warped-underwire bra that’s a size or two off, and then avoiding certain tops and dresses because it shows through clothes awkwardly.

So many women share this experience because, whatever the actual color, we always end up paying a pink tax on bras. A well-rounded collection should include a t-shirt bra, strapless or convertible, bralette, and a sports bra, — and depending on your size, preference, and condition, that list could also include a minimizer, a push-up, a nursing bra, or a chest binder. Hovering around $60 a piece, that shopping list can quickly add up to over $500. Sometimes it just seems easier to just keep wearing that ratty old cotton bra you bought at Victoria’s Secret a full decade ago rather than dropping serious coinage on a new collection.

Today, though, refreshing your intimates drawer has never been more affordable, thanks to Soma’s One-Day Bra Sale. Happening today only, this sale is major, and we already know which style we’re immediately adding to cart.

Soma’s Enbliss Full Coverage Underwire Bra has over 260 perfect ratings from women who are calling the style a godsend for people with large busts. The t-shirt bra’s soft cups are supported by an underwire so comfortable, you’d barely notice it’s there at all if it weren’t for the weightless lift it proved. Its slightly stretchy straps don’t dig or pinch and are completely adjustable for the perfect fit.

Reviewers are obsessed with seemingly every detail of the bra. “I have a hard time finding bras that fit comfortably,” writes one buyer. “Many times the cups have some vacant space at the top (I nursed my 4 children). I was able to fill this bra without spilling out. The support and comfort were also top notch. Lastly, I loved that the straps stayed on my shoulders where they belong. a lot of times I can only achieve this with racer backs. Would highly recommend and will be purchasing in other colors too.”

“This bra is very comfortable and even has a little bit of padding in the under arm pit area,” writes another. “The straps don’t fall down and it actually goes low enough across my back that those extra back fat pockets don’t get squeezed out like they do in most other bras. I will be ordering this same bra in a few more colors as soon as I can. Thank you Soma!”

The bra, which usually retails for $58, is on sale right now for just $15. In fact, has been marked down to $15 or less with code 38010. The fine print on this deal stipulates that you can only get one bra per customer at this rate, but not to worry! The sale can also be combined with other offers on the site, including the buy one, get one half off deal — meaning you can get one bra at $15, and the second at half the regular retail price.

RELATED VIDEO: The History of the Sports Bra

This sale only lasts one day, so if you want to save $43 on the bra women are calling “perfect,” you have to act fast.

Shop this comfortable, best-selling bra for large busts for just $15 at

Soma Intimates takes the lead on growth


Soma Intimates isn’t anyone’s secret any longer.

The homegrown intimate apparel brand from Fort Myers-based Chico’s FAS celebrates its 10th anniversary this month amid a television ad campaign promoting its 266 boutiques nationwide.

Chico’s launched its homegrown intimate apparel brand, then known as Soma by Chico’s, with a single store at the Bell Tower Shops south of Fort Myers on Aug. 19, 2004.

Today, the brand is a money maker and among the fastest growing of the company’s four brands with 35 stores expected to be added this year. Same-store sales, sales at stores open for at least a year, have grown every quarter for the past five years.

“It is really a growth vehicle for Chico’s,” said Howard Davidowitz, chairman of Davidowitz & Associates, a national retail consulting and investment firm based in New York. “The Soma brand seems to have more legs for growth than the other brands.”

But Soma didn’t exactly hit the ground running. The initial stores lost money from the start and were supplemented with Soma brand stores inside existing Chico’s stores until the name began to get established. The brand didn’t show annual profits until fiscal year 2012.

“If it was easy, everybody would be doing it,” Davidowitz said.

Susan Anderson, an analyst with FBR Capital Markets & Co., said brands take time to get established and the intimate apparel business is especially challenging. Women are hesitant to try a new brand, especially when bra shopping.

“Really, the only competition for this consumer is the department stores and they haven’t updated their intimate apparel in about a decade,” Anderson said. “She is very loyal and if she finds a bra she likes, she sticks with it.”

Soma’s current television ad campaign is focused directly at those bra buyers.

“Our No. 1 goal is to be a bra destination so, obviously, bras are a big part of what we do,” Soma brand president Van Brunt said in a conference call with analysts in May.

Chico’s executives declined requests for interviews for this story over the past three weeks, citing a quiet period in advance of the company’s Aug. 27 earnings release.

Chico’s FAS includes Soma revenue in Chico’s quarterly sales results, but Anderson said she estimates the brand contributes about 8 percent of the company’s revenue. The company reported revenue of $2.6 billion in the most recent fiscal year.

“It’s still a small piece for the company, but steadily growing,” she said.

Anderson said she projects the brand will be able to support as many as 500 stores. By comparison, Limited Brands’ Victoria’s Secret has 1,065 stores.

But Soma doesn’t need as many because of success with online sales, she said.

“Now days, you don’t need as many stores as you used to because of e-commerce,” she said.

Davidowitz said part of the high-growth outlook is because the brand has far less direct competition than the other brands in the company’s stable, including Chico’s, White House/Black Market and Boston Proper.

That’s because Soma markets its lingerie and loungewear to the same demographic served by its other brands; women over 35 with moderate to high incomes.

“There’s hardly any competition there,” Davidowitz said. “Victoria’s Secret clearly owns their niche, but those aren’t the only people on the planet, are they? There is a lot of room for growth amid those buyers a little older than the core market of Victoria’s Secret.”

And the U.S. demographic is growing older almost daily.

The growth potential put Soma square in the middle of published reports in June that Chico’s was considering a sale to private buyers. CEO David Dyer dismissed that talk as rumors.

“Unfortunately, such rumors are simply a fact of life for publicly traded companies these days,” he said in a memo to employees.

“There are many options for Soma that could all be good,” Davidowitz said. “They can spin it off it off as its own company, or sell it off at a nice profit for shareholders or continue to grow the brand and see where it takes them.”

Soma Intimates

• First store opened: Aug. 19, 2004, at the Bell Tower Shops, Fort Myers

• Stores: 266

• Parent company: Chico’s FAS

Bras for charity

This week, Soma announced its next Giving is Beautiful Soma Bra Donation. The nationwide charitable initiative collects bras for women who have been affected by domestic violence and more than 750,000 bras have been collected to date.

The company has set a goal to raise 1 million bras for women in need. To help reach this goal, Soma is using a unique, shareable hashtag, #OneMillionBras, in its marketing, television advertising and social platforms. Now through Sept. 10, the company will accept new and gently worn bras at all Soma boutiques across the country as well as monetary donations at the register and at

Chico’s Soma brand debuts tech-enabled fit bra

Dive Brief:

  • Chico’s FAS, which runs women’s apparel brands Chico’s and White House Black Market and lingerie brand Soma, on Monday joined the brassiere wars with the introduction of a patented measurement bra from fit tech company Like A Glove at the 2019 International CES Conference.

  • “SOMAINNOFIT” involves a proprietary app that connects via Bluetooth to the SOMAINNOFIT bra. As with Like A Glove’s fit leggings, the app-plus-bra tech captures and records key body measurements, then recommends the appropriate selection of Soma bras in the styles and size that would fit best. The bra works only in recommending Soma merchandise, a Chico’s spokesperson told Retail Dive.

  • The app itself is shoppable, so customers can use it to purchase recommended items, or go to Soma’s website or stores, according to a company press release. The fit bra, available in stores Jan. 23, costs $59, although the retailer is selling it for $25 for a limited time for its debut Tuesday; that intro price also garners customers $25 off a new bra. Multiple women are able to use the same bra to determine fit, the company said.

Dive Insight:

There are few items of clothing less forgiving than a bra — yet choosing one also involves possibly the most complex and individual set of factors, including physique, size and preference, which all, in turn, also usually vary depending on any one item’s material and style.

That’s a lot to squeeze into the concept of “fit.” But fit and comfort have emerged as top considerations for women buying bras, although it may simply be that women shopping at merchants for the masses are now demanding the proper fit that has long been available to those shopping at high-end lingerie boutiques and department stores in New York and Paris.

Soma joins several other brands, including market leader Victoria’s Secret and pure-play upstarts like ThirdLove and PVH-owned True & Co., in touting technology as the key to assessing which items (entailing both style and size) offer customers the proper fit. But there is a lot of art to fitting bras, and it’s unlikely that tech left alone to make recommendations can truly replace a well-trained store associate. Still, getting fit right is important to customers and retailers alike, especially as growing e-commerce sales mean more returns.

The SOMAINNOFIT might be a best-seller if women could use its measurements for any lingerie they may want to buy. If it’s really true that its measurements can only be applied to Soma goods, however, it may have limited appeal.

“Bra fit is important, but more important is style and comfort,” Jane Hali, CEO of investment research firm Jane Hali & Associates, told Retail Dive in an email. “The SOMA stores look so old, the sales staff is old. The bras are not pretty or youthful. They need a new marketing initiative rather than fit technology. I don’t think the consumer is not buying the product because of fit technology. SOMA is just not resonating with any demographic.”