Rihanna’s Savage X Fenty opens stores in 2022, taking on Victoria’s Secret

  • Rihanna’s Savage X Fenty will open stores in the United States in 2022.
  • The brand has been praised for its attention to size, race and gender inclusivity.
  • The stores would put it in more direct competition with Victoria’s Secret, which is in the midst of a major rebrand.

Rihanna’s billion-dollar lingerie brand, Savage X Fenty, opens its first physical stores next year.

In an interview with Bloomberg, the brand’s head of marketing and design, Christiane Pendarvis, said you “definitely want to see some stores in 2022” in the US, without specifying where. The brand would also consider stores in Europe in the future, she said.

The company has tested pop-up stores, but it operates largely online — which cuts off some potential customers who want to try on lingerie before buying, Pendarvis said.

“Fit and comfort are so important,” Pendarvis said, adding that there are “customers who do not feel comfortable buying online.”

Savage X Fenty has created waves in the industry with its body-positive campaigns and runways featuring plus-size and pregnant women. It has been praised for its attention to size, race and gender inclusivity, and stores sizes up to a 4XL.

Lack of inclusivity, both in marketing and product, is something that lingerie giant Victoria’s Secret has long been criticized for. This year, the company launched a major rebrand to update its marketing, stores and products and added new products – e.g. Maternity bras – for the first time.

Savage X Fenty’s push in brick and mortar puts it in direct competition with Victoria’s Secret on the ground. Victoria’s Secret has 871 stores in the United States and Canada.

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