Rihanna plans to bring her Savage X Fenty line to brick-and-mortar retail stores. The company’s co-president and chief marketing officer, Christiane Pendarvis, revealed to Bloomberg that Savage X Fenty stores will open next year in the US.
“Retail is an important part of our growth strategy,” Pendarvis told Bloomberg. “You’ll absolutely see some stores in 2022,” said Pendarvis.
She added, “Because fit and comfort are so important, there are just customers who don’t feel comfortable purchasing online.”
The first set of stores will be located in the United States. However, the company hopes to expand into Europe. Savage X Fenty’s debut in stores will be stiff competition with Victoria’s Secret, which has 871 locations in North America.
‘Built on inclusion’
Since its launch in 2018, Savage X Fenty has made it clear that its sexy, lingerie numbers are all about body positivity. Their campaigns and runway shows demonstrate that all body types are welcomed, with sizes ranging from XS to 4XL. The brand is one of the first size-inclusive lingerie companies to hit the market and feature models of all backgrounds, shapes, and sizes.
“My foundation is built on inclusion, not just because it’s a thing. That’s a thing because people are making it a thing,” Rihanna shared with James Corden during a behind-the-scenes exclusive of her Savage X Fenty fashion show last month. “But I only know my household, me childhood, my mom. She’s a Black woman with curves. I don’t know anything else.
The 33-year-old billionaire continued, “So when I make something, I would be an idiot to want to exclude anyone. I don’t care what size you are, what race you are, what religion you come from. I want you to feel like you’re representing – represented here.”
Watch the new Savage X Fenty show on Amazon Prime now.
Destiny Ingraham is a senior Broadcast Journalism student from Broward County, FL. She
currently attends Florida A&M University. On her spare time she enjoys writing, spending time
with friends, skating, and listening to music.