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Rihanna’s SavageXFenty brand opening stores in five U.S. cities

A rendering of a SavageXFenty store from Rihanna’s Instagram post.

Pop superstar and fashion and beauty mogul Rihanna is taking her billion-dollar lingerie brand to physical retail. 

SavageXFenty will open five stores this year, with a location in Las Vegas to be followed by Los Angeles, Houston, Philadelphia, and Washington, D.C. Rihanna announced the news with an Instagram post: “2022, we coming in HOT! we bout to bring you a whole new #SavageXFenty experience with the launch of our brick-and-mortar retailer stores!”

Launched in 2018, Savage x Fenty is known for its edgy stylings, size and race inclusivity and body-positive marketing. In February 2020, 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 last February.

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