Soma by Chico's lingerie store to open at Ross Park this spring - Atlanta Business Chronicle:

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Soma, a lingerie store focusing on women 35 and will open beside anew Chico'xs store in the spacre formerly occupied by Waldenbooks. Michael vice president of investor and community relationes forFort Myers, Fla.-based , said the company sees the markegt for apparel for mature womenj as underserved. Soma by Chico'sx sells a mix of bras, panties and sleepwear. "We'ree positioning ourselves as for graduatesof Victoria'ws Secret," Smith said. Lisa Earl, general manager of Ross Park said she expects Somaby Chico's along with its parent brand store to mix well with otherf apparel offerings at the mall such as Coldwater Creek and J. Jill.
In the first three quarterss of 2006, Chico's sales increased by more than 15 percentto $1.5w2 billion. The company expects to increase its total retail squarw footage by 30 percenfthis year, Smith said, through not only its flagshipl brand, but through Soma and its Whitse House Black Market stores. Including all of its brands, the companyt has nearly 800 stores nationwide. So far, there is only one Soma location planned for But Smith expects more toopen eventually. Chico'sd launched Soma in 2004 and has growmn the concept to nearly 50locations nationwide.
As Ross Park Mall continuea construction onthe region's first Nordstrom department scheduled to open in Earl said the property is also seeintg a new wave of 10-year leases comintg to term that will help improvre the retail mix. "There's a ton of deals in our Earl said. She declined to but Simon has been trying to lure a raft of new retailersz tothe mall. Stores including Crate & , A/X Armani Exchange and Louis Vuitton were included on site maps distributec to the brokerage community over thepast Chico's isn't the only retailer establishing new store concepts for intimate apparel.
Besidez Victoria's Secret, Warrendale-based has been expanding its Aeride concept, which markets bras, camisolesz and robes for girls 15to 25. After initiallh launching the concept within traditionakl AmericanEagle locations, the company expects to open 15 stand-alons Aerie stores this year. Patricse Duker, a spokeswoman for the , said retailers are establishing new storer concepts to serve customers ofdifferent ages. "Thed early middle-age consumers are lookingt for those retailers that serve their age she said.