Retail rules! And always will. The fact that Rihanna plans to open physical Savage x Fenty stores in 2022 is a testament to that. Earlier this year, we shared, Robyn Rihanna Fenty, aka Rihanna, has lost her LVMH owned, ready-to-wear fashion line Fenty. Nearly two years after Rihanna’s fashion venture’s launch in 2019 in Europe, the high-end fashion line closed its gates permanently. As a stark contrast to the fashion line, the Savage X Fenty lingerie line and cosmetics lines Fenty Beauty and Fenty Skin have continued to thrive.
Fans genuinely have something to look forward to as Rihanna plans to bring her famous line to brick-and-mortar retail stores sometime next year. Something like lingerie may sell well online, but there is no way it guarantees the exact fit and feels when physically tried on. Christiane Pendarvis, the brand’s chief marketing and design officer echoes a similar sentiment and says, “Retail is an important part of our growth strategy. You’ll see some stores in 2022. Because fit and comfort are so important, there are just customers who don’t feel comfortable purchasing online.”
Savage x Fenty stores will be standalone establishments, not simply department store sections; maybe that is a lesson the pandemic has taught them. The first string of stores will open up in the U.S. Rih is also considering setting up shops in Europe; however, nothing stands confirmed. We know Rihanna is looking to raise as much as $100 million in funding, helping grow the lingerie brand into the athletic wear vertical with plans to expand across Europe.
The label generates roughly $150 million in revenue but is yet to become profitable. There is no stopping the brand that is being touted as the next unicorn. Savage x Fenty offers lingerie sizes up to 3X and includes “nude” color options for its apparel in a wide range of hues.
