Rihanna’s Savage X Fenty is a-growing. The lingerie brand began with a purely digital approach but high demand has the company expanding into brick-and-mortar edifices. After successfully opening locations in Las Vegas, Los Angeles, Houston, Philadelphia, and the Washington DC-metro area, the brand is opening six additional U.S. stores.
The stores will be in Chicago, Long Island, Atlanta, St. Louis and Newark, Delaware. No dates have been announced yet. The brand launched in May 2018.
“The direct-to-consumer experience connects the energy of the brand’s highly engaged e-commerce site and social community to a vibrant space to discover, shop, and interact with Savage X Fenty,” the company said in a press release.
“Our expectation is you won’t be able to walk past these stores and not go in, even if you’re not in the market for lingerie,” said Natalie Guzman, Savage X Fenty’s co-president and chief marketing officer, to Vogue upon announcing the first crop of stores.
Savage X Fenty produces bras, underwear, cozy loungewear and sleepwear.
The brand has a loyal following of 5 million across social media. They also have a well-received influencer marketing program, wherein they partner with figures with followings of varying sizes to promote the pieces across site and social. Current and previous models include Summer Walker, Jayda Cheaves and Normani.
Savage X Fenty is a joint venture between Rihanna, the company’s founder, and TechStyle Fashion Group.
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