Pop star Rihanna’s size-inclusive lingerie brand Savage X Fenty will open its first brick-and-mortar retail location in Las Vegas later in January, and four additional stores will follow early this year in Los Angeles, Houston, Philadelphia and Washington, D.C.
“This new direct-to-consumer experience is the next step to bringing a fuller expression of the brand to consumers in key markets,” said the brand in a statement announcing the store plans.
Savage X Fenty, which was launched in 2018, first announced its intention to move into brick-and-mortar after receiving $115 million in Series B funding in February 2021.
“2022, we coming in HOT!,” said Rihanna in an Instagram post announcing the news. “We bout to bring you a whole new #SavageXFenty experience with the launch of our brick-and-mortar retail stores! Can’t believe it’s actually that time, and I can’t wait for you to have this experience irl.”
While announcements from both the brand and singer were light on details about the stores themselves, Rihanna fans quickly coined the new term “RIHtail” to describe the venture.