Rihanna’s Savage X Fenty opens stores in the United States in 2022.
The brand has been praised for its attention to size, race, and gender inclusion.
The stores would put it in more direct competition with Victoria’s Secret, which is in the midst of a major rebranding.
In an interview with BloombergChristiane Pendarvis, director of marketing and design for the brand, said that you will “absolutely see stores in 2022” in the United States, without specifying where. The brand would also be considering stores in Europe in the future, she said.
The company has tested pop-up stores, but it operates primarily online, which avoids some potential customers who want to try on underwear before buying, Pendarvis said.
“Fit and comfort are so important,” Pendarvis said, adding that there were “some customers who don’t feel comfortable buying online”.
Savage X Fenty has made waves in the industry with its body-positive campaigns and parades featuring plus size and pregnant women. It has been praised for its attention to size, race, and gender inclusion, and stocks sizes up to 4XL.
A lack of inclusiveness, both in marketing and in products, is something lingerie giant Victoria’s Secret has long been criticized for. This year, the company launched a major brand change to update his marketing, stores, and some products, adding new items – such as maternity bras – for the first time.
Savage X Fenty’s push into brick and mortar puts him in direct competition with Victoria’s Secret on the court. Victoria’s Secret has 871 stores across the United States and Canada.
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