First Look: Savage X Fenty opens first New England store
Rihanna’s Savage X Fenty brand has expanded into a new market.
The lingerie and lifestyle apparel brand founded by the pop superstar in 2018 has opened its first store in New England at South Shore Plaza in the Boston suburb of Braintree. The brand says the new store “exemplifies the brand's commitment to inclusivity,” offering products in a wide range of sizes and designed to “empower individuals to embrace their unique beauty and confidence.”
To celebrate the new location, Savage X Fenty hosted a grand opening experience for the public on Dec. 20 that included special giveaways, a live DJ set and light refreshments.
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Image courtesy of South Shore Plaza. -
Image courtesy of South Shore Plaza. -
Image courtesy of South Shore Plaza. -
Image courtesy of South Shore Plaza. -
Image courtesy of South Shore Plaza.
"Welcoming New England’s first Savage X Fenty store is extremely exciting for the South Shore Plaza team," said Amy Sullivan, director of marketing and business development of South Shore Plaza. "We listen to our customers and continually strive to provide them with exceptional retail options. Savage X Fenty helps strengthen our current incredible lineup by offering shoppers the very best in retail.”
After launching as an online-only brand, Savage X Fenty made the move into brick-and-mortar in January 2022 at Fashion Show in Las Vegas. The new Boston-area store brings the brand's store count to 14. Other locations include Atlanta, Houston, Washington D.C., Detroit, St. Louis, Glendale and Los Angeles, Calif., Miami, Yonkers and Garden City, N.Y., Orland Park, Ill. and King of Prussia, Pa.
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Savage X Fenty products can also be found at select Nordstrom locations. In the U.K., the brand operates one shop-in-shop at Selfridges department store in London.
