Rihanna’s Lingerie brand Savage X Fenty is opening its first brick-and-mortar location in Las Vegas, followed by four additional U.S. stores in January and February 2022.
According to the Savage X Fenty website, the Vegas outpost will be located in the Fashion Show mall on the Strip. That store, along with another location in Los Angeles, will open in January.
Savage X Fenty stores in Houston, Philadelphia and Washington D.C. will follow in February.
“We’re bringin’ a whoolleee Xperience to 5 Savage cities,” the brand wrote in an Instagram post.
In addition, founder Rihanna tweeted a teaser to her 104 million
Details are otherwise slim on the $1 billion brand’s retail plans. A spokesperson did not respond to a request for comment.
In an emailed statement, Savage X Fenty said, “On the heels of the brand’s incredible growth since first launching in 2018, this new direct-to-consumer experience is the next step to bringing a fuller expression of the brand to consumers in key markets.”
Indeed, the accessible, inclusive lingerie brand is already known for its experiential activations, including Amazon Prime runway shows like the Savage X Fenty Show Vol 3 and an accompanying event, Savage in the Streets, in New York in September 2021. The runway show has arguably supplanted the Victoria’s Secret Fashion Show, which dates back to 1995.
