Rihanna’s Savage x Fenty has a new CEO.

Rihanna has stepped down as the leader of the lingerie brand co-owned by investors including LVMH. On Friday, the mogul announced that she has appointed Hillary Super, former CEO of Anthropologie Group. Rihanna has held the position since she founded Savage X Fenty in 2018.

Rihanna will remain in leadership as executive chair. The switch takes effect June 26.

“It’s been beautiful to see our vision for Savage X Fenty impact the industry at such an incredible magnitude over the last five years,” Rihanna said in a statement to Vogue. “This is just the beginning for us, and we’re going to continue to expand in ways that always connect with the consumer. I’m so grateful and excited to welcome Hillary Super as our new CEO — she is a strong leader and is focused on taking the business to an even higher level.”

Super previously held leadership positions at Guess, American Eagle, Gap, and Old Navy.

“I’m thrilled to join the Savage X Fenty family,” she said. “The brand is a major powerhouse in the lingerie and apparel industry, and its unwavering commitment to celebrating inclusivity and fearlessness is inspiring.”

Savage x Fenty’s Trajectory

This switch comes as the brand seeks to expand beyond e-commerce, according to Vogue.

Fenty has opened seven stores in US cities, including Los Angeles, Houston, Las Vegas and Atlanta, in the past year. The company has noticed that the direct-to-consumer (DTC) model is not what it once was. In a statement, the brand discussed the switch.

“We have a highly engaged customer base with our DTC model, and also recognize that there is opportunity for us to expand further by meeting customers where they are and offering other avenues of accessibility,” the statement read.

The brand raised $125 million in January 2022 in a Series C funding round with participation from previous investors including Jay-Z’s Marcy Venture Partners.