Rihanna’s Savage x Fenty Retail the fleet is growing.
On Wednesday, the men’s and women’s lingerie and loungewear brand unveiled six new upcoming physical locations, including Chicago; Long Island, New York; Atlanta; Detroit; St. Louis and Newark, Del.
“The six new physical stores follow successful store openings in Las Vegas, Los Angeles, Houston, Philadelphia and [the] Washington DC Metropolitan Area,” the company said in a statement. “The direct-to-consumer experience connects the energy of the brand’s highly engaged e-commerce site and social community with a dynamic space to discover, shop and interact with Savage x Fenty.”
In January, the digital lingerie brand — co-founded in 2018 by Rihanna and TechStyles Fashion Group (the same company that launched Kate Hudson‘s Fabletics) — opened its first brick and mortar store in Las Vegas. Since then, stores have opened in the Los Angeles, Houston and Washington, D.C. area, with plans for a fifth in Philadelphia.
In February, WWD exclusively announced that Savage x Fenty planned to open a flagship in West Brooklyn in New York’s Triangle Building near Barclays Center.
Savage x Fenty did not respond to questions regarding store openings. But Christiane Pendarvis, Co-President and Head of Merchandise at Savage, said at the ICR 2022 Virtual Retail Conference in January that, “Retail will give us the opportunity to better serve our current members, as well as acquire new customers. We take our approach and leverage the data we have to create a competitive advantage with our model. So we were able to pick locations where we have a high density of existing VIPs and ensure we have the right foot traffic to drive the revenue from each new location.
In addition to being able to touch and feel the products, the current stores help to increase brand awareness. That’s because they’re custom-made for Instagram, with things like walls of mannequins and floor-to-ceiling images of the pop star.
Some shoppers were even thrilled to meet the larger-than-life megastar in person during February’s Super Bowl weekend, when Rihanna, accompanied by rapper and record producer boyfriend A$AP Rocky, surprised fans by doing an unexpected appearance in Culver City, California. .opening of the store.
Meanwhile, the size-inclusive lingerie brand continues to gain traction, thanks in part to Rihanna’s star power, the brand’s promise to offer a brand of loungewear for all body types and a lot of attention from investors.
In January, it was revealed that Savage – which spun off from TechStyle to become a standalone company at the end of 2019 – got another $125 million. The latest round, led by investment firm Neuberger Berman, comes on top of the $115 million Series B round Savage secured in early 2021, bringing the lingerie startup’s total funding to around $310 million.