Savage X Fenty, Rihanna's billion-dollar lingerie company, will launch its first physical storefronts next year.
Christiane Pendarvis, the brand's chief marketing and design officer, told Bloomberg that you'll "definitely see some stores in 2022" in the US, but she didn't say where. She said that the brand might explore opening locations throughout Europe in the future.
The firm has experimented with pop-up stores, but it mostly runs online, which excludes some prospective consumers who want to try on underwear before purchasing, according to Pendarvis.
"Fit and comfort are so important," Pendarvis said, adding that there are "customers who don't feel comfortable purchasing online."
With its body-positive ads and catwalk shows showcasing plus-size and pregnant women, Savage X Fenty has made waves in the industry. It has received acclaim for its focus on size, racial, and gender inclusion, and it carries sizes up to a 4XL.
Savage X Fenty's foray into physical stores pits it squarely against Victoria's Secret on the ground. Victoria's Secret operates 871 locations in the United States and Canada.