Savage X Fenty, the direct-to-consumer lingerie brand founded by Rihanna, will open its first brick-and-mortar retail location in Las Vegas later this month, according to an Instagram post by the entertainer-entrepreneur published on Friday. Savage X Fenty, a lingerie brand that emphasizes confidence and inclusivity, is a joint venture between Rihanna and TechStyle Fashion Group. The brand also plans to open stores in Los Angeles, Houston, Philadelphia and Washington, D.C. in early 2022.
“We coming in HOT!," Rhianna wrote in the caption, "we bout to bring you a whole new #SavageXFenty experience with the launch of our brick-and-mortar retail stores!” The Savage X Fenty Instagram account posted the same picture with the announcement as well.
Total Retail's Take: It's not surprising that the lingerie brand is opening its own stores. In fact, in a late September interview with Bloomberg, Savage X Fenty’s co-president and chief merchant, Christiane Pendarvis, said that the $1 billion brand would open stores in 2022 throughout the U.S., and plans to open up stores in Europe in the future. Brick-and-mortar stores is a logical next step for the growing brand, which launched in 2018. As many digital-native direct-to-consumer brands have found, physical stores are important customer acquisition and brand-building tools.