Dive Brief:
- Chubbies men’s apparel Wednesday announced the launch of Cheekies, its a stand-alone women’s swimwear brand, according to a company press release. Chubbies is a division of Solo Brands.
- Heading up the effort as co-founder is Kit Garton, a Chubbies brand leader and senior vice president of commercial, who has been with the company for 13 years.
- The initial Cheekies swim collection includes bikinis, one-piece, and cover-ups priced to retail for between $45 and $110. Products are currently available online on both the brand’s and Dick’s Sporting Goods’ website. Products will become available in select Chubbies and Dick’s locations in April, with additional retail partners announced in Q2, per the company.
Dive Insight:
Cheekies was in development for two years before officially launching.
"Cheekies is about enjoying the moment you're in, we want women to feel sexy and supported — confident and effortless," Garton said in a statement. "In our conversations with women, the topic of swimwear was notoriously vulnerable. We designed Cheekies to take the pressure off."
Cheekies’ launch also comes as Chubbies marks its 15th anniversary. Chubbies was a bright spot in the Solo Brands portfolio during the first nine months of 2025, with net sales increasing 17% year over year to $103.6 million.
"This wasn't about extending Chubbies into a new category; it was about building the right brand the right way," Rainer Castillo, president and co-founder of Chubbies, said in a statement. "By empowering Kit and an all-women team to lead Cheekies from day one, we created Cheekies with a distinct point of view for women, powered by Chubbies' expertise in expressive prints and thoughtful design."
The launch comes as Solo Brands faces financial challenges.
The company last March warned that it could face bankruptcy due to liquidity challenges and existing debt. After receiving a noncompliance warning in March from the New York Stock Exchange for its stock trading below $1 for 30 consecutive days, Solo in June restructured its debt. In July, it issued a 1-for-40 reverse stock split of its Class A common stock, allowing it to regain compliance.
In the third quarter, Solo Brands net sales fell 43.7% to $53 million. By segment, Solo Stove sales fell 48.1% while Chubbies sales fell 16%.
