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.”
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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.
