FORT MYERS, Fla., April 10, 2019 /PRNewswire/ -- Chico's FAS,
Inc. (NYSE: CHS) today announced the upcoming launch of its newest
brand, TellTale™, an intimate apparel collection targeting women
ages 25 to 40. Launching as a digital-first brand, TellTale™
is designed to intrigue customers looking for intimate apparel that
is sensual and lets them express their distinct personality. The
TellTale™ brand will launch exclusively at mytelltale.com on
April 24, 2019.
"TellTale™ enables us to capitalize on our intimate's
infrastructure with core, proven expertise already in place,
addressing a true white space in a growing market," said
Shelley Broader, CEO and President
of Chico's FAS. "The retail environment is shifting rapidly, and we
believe that the winners long-term will be those that have a
healthy pipeline of innovation – including innovative approaches to
doing business."
"TellTale™ allows us to target new customers and offer them a
different experience than what we offer through our Soma® brand
intimate apparel," said Mary van
Praag, President of the Intimate Apparel Group at Chico's
FAS, which includes Soma® and now TellTale™. "It's exciting to
launch a brand in start-up style, with a lean, dedicated team to
allow for speed and agility, and I'm thrilled to have Kimberly Grabel, General Manager and Senior Vice
President of TellTale™, lead this effort for us," added Ms. van
Praag.
Leveraging the Soma® brand's 15 years of experience developing
high-quality bras and underwear, the new TellTale™ brand will
launch with a simple offering of six key bra silhouettes which will
be replicated consistently across varied fashion collections with
matching undies, rooted in the idea of sensuality, comfort and
self-expression. This consistency will allow a customer, upon
finding the silhouette she loves, to focus on fashion and personal
expression.
All bra styles will carry signature details, including rose gold
TellTale™ trim and four different closure placements, allowing for
flexibility in fit. At the outset, sizing will be 32A-40DD and XS
to XL. With most bras in the $39 to
$49 range, the quality/style/value
equation will address a gap in the market today for affordable,
well-constructed, fashionable bras. In addition to the core offer
of bras & undies, TellTale™ will feature monthly curated
stories including apparel, accessories, and beauty that align to
this customer's interests and passions and her constant quest for
new discoveries.
Ms. Grabel brings over 25 years of strategic, brand-building
experience, most recently serving as Senior Vice President of
Marketing at Soma, where she led the brand's repositioning. Prior
to Soma, she led the marketing department at Holt Renfrew and Saks
Fifth Avenue.
ABOUT CHICO'S FAS,
INC.
The
Company, through its brands – Chico's, White House Black Market and
Soma is a leading omnichannel specialty retailer of women's private
branded, sophisticated, casual-to-dressy clothing, intimates and
complementary accessories.
As of February 2, 2019, the
Company operated 1,418 stores in the U.S. and Canada and sold merchandise through 83
international franchise locations in Mexico. The Company's merchandise is also
available at
www.chicos.com, www.chicosofftherack.com, www.whbm.com and www.soma.com as
well as through third party channels. For more detailed information
on the Company, please go to our corporate website
at www.chicosfas.com. The information on our corporate website
is not, and shall not be deemed to be, a part of this press release
or incorporated into our federal securities law filings.
ABOUT TELLTALE™
Launching April
24, 2019, TellTale™ is the first intimate apparel brand
for the woman who truly owns her sensuality. The brand's consistent
sizing, through a simple system of core silhouettes, coupled with
dynamic, diverse fashion offerings, makes it both easy and fun to
shop for bras and undies. Curated stories also feature apparel,
accessories, beauty and gifts. TellTale™ is the inaugural
digital-first brand for Chico's FAS and sold at
www.mytelltale.com.
SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION
REFORM ACT OF 1995
This release contains statements that
constitute forward-looking statements within the meaning of the
Private Securities Litigation Reform Act of 1995. The statements,
including without limitation the statements in Ms. Broader's and
Ms. van Pragg's quotes, relate to our expectations and projections
regarding the TellTale™ brand's launch and initiatives and may
include words such as "believe," "expect," "intend," "may,"
"should," "target," "will," "would," "potential" and similar terms.
Factors that could cause actual results to differ include, but are
not limited to: the extent of the market demand for the TellTale™
brand our ability to successfully execute and achieve the expected
results of our TellTale™ brand and initiatives; and the risk that
our investments in merchandise or marketing initiatives may not
deliver the results we anticipate. Other risk factors for the
Chico's FAS, Inc.'s business are detailed from in the Chico's FAS,
Inc.'s Annual Report on Form 10-K and other reports filed with the
Securities and Exchange Commission. These factors should be
considered in evaluating forward‑looking statements contained
herein.
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SOURCE Chico's FAS, Inc.