Rihanna’s Savage X Fenty brand will soon be available in a physical store near you. The body positive lingerie line that puts diversity at the forefront of its brand will not only be available online, but also in brick-and-mortar retail stores come 2022.
During an interview with Bloomberg’s Black in Focus, co-president and chief merchandising and design officer at Savage X Fenty, Christiane Pendarvis opened up about why the Fenty store is coming.
“Retail is an important part of our growth strategy. You’ll absolutely see some stores in 2022,” Pendarvis said. “Because fit and comfort are so important, there are just customers who don’t feel comfortable purchasing online.”
Since the brand’s first launch in 2018, the lovely lingerie line has been a shining example of what true size inclusivity looks like. With sizes ranging from XS to 4XL, and color schemes that compliment light and dark skin tones, Savage X Fenty offers quality lingerie at midline prices for everyday women and men. Yes, men wear lingerie too.
Rihanna’s sexy lingerie has become so popular over the last three years that it was crowned by Business Insider as one of the top 8 best online shops for lingerie. The success of the online store may be a predictor of how prosperous the impending physical stores will be.
If Savage X Fenty does as good in-stores as Rihanna’s sister brand Fenty Beauty does being sold inside Sephora then it’s a wrap for Victoria Secret. Unlike Fenty Beauty, the savage line will not be a store-within-store format, but instead its own independent store—just like Victoria Secrets & Pink stores are.
The upcoming stores “will be our own physical stores,” Pendarvis said. “Initially they all will be in the U.S., but we’re absolutely having conversations around what does that expansion potentially look like in the EU [European Union].”
2022 can’t get here fast enough! I will be buying out the Savage X Fenty store when it comes to a city near me.