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Rihanna’s Savage x Fenty to Expand Brick-and-Mortar Reach with 6 More Stores

Rihanna's Savage x Fenty plans six new stores.

Just five months after the opening its first brick-and-mortar store in Las Vegas, size-inclusive lingerie brand Savage x Fenty is planning to more than double its physical footprint, from five locations to 11.

The brand’s Las Vegas debut in January was quickly followed by four additional locations, in Los Angeles, Houston, Philadelphia and the Washington, D.C. metro area. Now six new stores are in the works, destined for Chicago, Atlanta, Detroit, St. Louis, Long Island, N.Y. and Newark, Del.

“The direct-to-consumer experience connects the energy of the brand’s highly engaged ecommerce site and social community to a vibrant space to discover, shop and interact with Savage X Fenty,” the brand said in a press release.

Rihanna has bucked retail trends with both her Savage x Fenty size-inclusive lingerie and her cosmetics brand Fenty Beauty.
Rihanna is bucking retail trends with both her Savage x Fenty size-inclusive lingerie and her cosmetics brand Fenty Beauty.

The Rihanna-helmed Fenty brand has made waves by bucking trends that had made the beauty and lingerie categories less accessible to both women of color and plus-size women. Fenty Beauty launched in 2017 with 40 different shades of foundation, an unprecedented inclusivity move in a category where brands had previously focused their efforts on streamlining offerings based on the most common shades.

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Since the Savage x Fenty lingerie brand launched in 2018, there has been a 34% increase in the number of size-inclusive lingerie styles at U.S. and UK retailers, according to market intelligence platform Edited. And beyond its game-changing product design, Savage x Fenty is bringing innovation to the store experience, both with its bold aesthetic and the use of FIT:MATCH in-store fitting technology, which uses AR to help customers find just the right size.

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