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Rihanna’s lingerie brand Savage X Fenty will soon expand its physical retail presence.
The brand announced in a Wednesday Instagram post that it will will open six new retail locations in Chicago, New York, Atlanta, Detroit, St. Louis, and Newark, Delaware.
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“Y’all were so good to us during our #SavageXIRL debut, we just had to Xtend the Xperience,” the brand wrote in a caption.
The. news comes after Rihanna announced of the rollout of the first five Savage X Fenty physical stores across the U.S. in January, set to open in five cities throughout 2022. FN has reached out to Savage X Fenty for comment.
In a late September interview with Bloomberg, Savage X Fenty’s chief marketing and design officer, Christiane Pendarvis, said that the $1 billion brand would open its own stores in 2022 throughout the U.S., with plans to open up stores in Europe in the future.
“We know that in intimate apparel specifically, because fit and comfort are so important, there are just customers who don’t feel comfortable purchasing online and they want to be able to go physically try the product on, touch, feel, make sure they found the right size and the right fit for them,” Pendarvis told Bloomberg. “So retail is an important part of our growth strategy.”
After a round of Series B funding in February, Rihanna’s Savage X Fenty brand hit a $1 billion valuation. In August, Forbes reported that Rihanna was worth an estimated $1.7 billion. The singer was reportedly considering an IPO for the Savage X Fenty brand, which could reportedly value the business at $3 billion or more, according to a Bloomberg report from March. As legacy lingerie brand Victoria’s Secret continues to struggle, newcomers such as Aerie and Savage X Fenty are taking a different approach to appealing to intimate wear consumers. While Victoria’s Secret has faced years of criticism for its sensualized messaging and limited size offerings, Savage X Fenty is known for its body positive marketing, fashion shows, and size and gender inclusivity.
Victoria’s Secret currently operates close to 1,400 retail stores worldwide. In addition to its store expansion, Savage X Fenty operates a robust digital business.
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