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Rihanna’s Savage x Fenty brand to open stores in 2022

Savage x Fenty store
Savage x Fenty store. Photo via

Rihanna, the 33-year-old pop superstar and fashion and beauty mogul, is taking her billion-dollar Savage x Fenty lingerie business to the brick-and-mortar space. The digitally native brand plans to open freestanding Savage X Fenty stores next year, reported Bloomberg.

"Retail is an important part of our growth strategy,” Christiane Pendarvis, co-president and chief marketing and design officer at Savage X Fenty, told Bloomberg. “You'll absolutely see some stores in 2022. Because fit and comfort are so important, there are just customers who don't feel comfortable purchasing online."

Launched in 2018, Savage x Fenty is known for its edgy stylings, size and race inclusivity and body-positive marketing. In February, the brand raised $115 million in a Series B funding round, which brought its valuation to more than $1 billion. The round was led by the Growth Fund of L Catterton.

“The brand strikes a unique balance between affordability, fashion and comfort, stands deeply for inclusivity and diversity, and has differentiated itself by building an extraordinary level of affinity and unmatched customer loyalty, said Jon Owsley, co-managing partner of L Catterton’s growth fund, in a statement in February.

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