October 18, 2021

Rihanna’s Savage X Fenty Opening Stores 2022, Takes on Victoria’s Secret


  • Rihanna’s Savage X Fenty is opening shops within the US in 2022.
  • The model has made been praised for its consideration to measurement, race, and gender inclusivity.
  • The shops would put it in additional direct competitors with Victoria’s Secret, which is within the midst of a significant rebrand.

Rihanna’s billion-dollar underwear model, Savage X Fenty, will open its first bodily shops subsequent yr.

In an interview with Bloomberg, the model’s chief advertising and marketing and design officer, Christiane Pendarvis, stated that you will “completely see some shops in 2022” within the US, with out specifying the place. The model would additionally think about shops in Europe sooner or later, she stated.

The corporate has examined pop-up shops, nevertheless it largely operates on-line — which cuts out some potential prospects who wish to strive underwear earlier than they purchase, Pendarvis stated.

“Match and luxury are so vital,” Pendarvis stated, including that there are “prospects who do not feel snug buying on-line.”

Savage X Fenty has made waves within the business with its body-positive campaigns and runways shows that includes plus-size and pregnant girls. It has been praised for its consideration to measurement, race, and gender inclusivity, and shares sizes as much as a 4XL. 

A scarcity of inclusivity, in each advertising and marketing and product, is one thing lingerie big Victoria’s Secret has long been criticized for. This yr, the corporate launched a major rebrand to replace its marketing, stores, and products, including new gadgets – akin to maternity bras – for the primary time. 

Savage X Fenty’s push into brick and mortar places it in direct competitors with Victoria’s Secret on the bottom. Victoria’s Secret has 871 stores throughout the US and Canada. 



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