2022 has just begun and already Rihanna has us on the edge of our seats with the latest announcement that she took to Instagram to share. The singer-mogul posted an artificial image of what looked to be a brick and mortar Savage X Fenty storefront, captioned with “2022 we coming in HOT!” The Barbados native continued stating, “We bout to bring you a whole new #SavagexFenty experience with the launch of our brick-and-mortar retail stores!” 

This move has been long awaited by Rihanna’s fans and consumers alike, as Savage X Fenty has been widely embraced as the go-to destination for women’s lingerie, sleepwear, and cozy wear. The brand even made a previous power move back in October, when it launched and permanently integrated men’s wear. 

The singer-mogul has experienced extreme entrepreneurial success with her plethora of signature brands: Fenty Beauty, Fenty Skin, and Savage X Fenty. Even the discontinuance of her ready-to-wear clothing line, Fenty, has proven to be a lucrative move. The line failed to show much evolution in the two years since its launch, boasted high luxury prices which consumers were largely unable to afford (even more so when the global pandemic hit), and a lower social media presence than all of Rihanna’s other brands. It was mutually decided to leave Fenty ready-to-wear at the waist side and focus on continuing to amp up Savage X Fenty. A move that has now proven to be game-changing. 

In February 2021, it was reported that Savage X Fenty held a three to five percent market share in lingerie wear and intimates. And we can only imagine that that percentage has since increased - and will continue to with the establishment of brick and mortar locations. Co-Managing Partner of L Catterton’s Growth Fund, Jon Owsley, pointed out Savage X Fenty’s strong points: “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 unmated loyalty. We believe the opportunities ahead for Savage X Fenty are enormous.” 

And they are! Rihanna ended her Instagram post with “Can’t believe it’s actually that time, and I can’t wait for you to experience this irl…. Our very first locations: Las Vegas, Los Angeles, Houston, Philadelphia, and Washington DC. Watch the Savage X Fenty feed for details.”

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