Exclusive: Chubbies Launches Women’s Swimwear Brand Cheekies

Why It Matters

The launch diversifies Chubbies’ revenue base into a high‑demand women’s segment, strengthening Solo Brands’ portfolio while addressing a longstanding fit gap in swimwear.

Key Takeaways

• Cheekies launches online, expanding to Dick’s soon.
• Two‑year R&D, all‑women design team created adjustable fits.
• Chubbies net sales hit $103.6 M FY2025.
• Solo Brands backs Cheekies after $130 M Chubbies acquisition.
• Focus on fit targets high‑search demand from women shoppers.

Pulse Analysis

The women’s swimwear market has become a battleground for both direct‑to‑consumer innovators and legacy retailers, yet many shoppers still report fit frustrations. Chubbies, known for its bold patterned shorts, recognized this pain point through extensive focus groups and market analysis, culminating in Cheekies. By assembling an all‑women design team, the brand engineered adjustable straps and cinchable bottoms, delivering a customizable silhouette that addresses diverse body types while retaining the playful aesthetic that defines its parent company.

Cheekies’ product strategy leans heavily on data‑driven insights rather than seasonal hype. Wear‑testing identified two proprietary fabrics that balance support with comfort, and the line’s mix of prints and solids mirrors current consumer preferences for both statement pieces and understated basics. Marketing efforts emphasize authentic, friend‑focused experiences, exemplified by a launch video shot in Mexico featuring real groups of women. This approach not only differentiates Cheekies from algorithm‑driven competitors but also aligns with Chubbies’ irreverent brand voice, creating a cohesive narrative across channels.

Strategically, Cheekies expands Chubbies’ addressable market while capitalizing on Solo Brands’ financial muscle and distribution network. The brand’s phased rollout—starting with e‑commerce, then moving into select Dick’s Sporting Goods and Chubbies stores—allows for real‑time performance tracking and agile inventory management. Although the venture carries typical expansion risks, early indicators such as strong search demand for women’s swimwear on Chubbies.com suggest a solid runway for growth. Success could position Cheekies as a standalone profit center, reinforcing Solo Brands’ diversification beyond outdoor gear and solidifying its foothold in the broader apparel sector.