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How Rihanna Made Savage X Fenty A Billion-Dollar Success Story

With announcements of retail stores opening, what made Savage such a success?

Rihanna

Savage X Fenty is coming to a city near you. After two short, but successful years, Rihanna's Savage X Fenty is finally going physical! Meaning the online lingerie shop will now have physical stores. Co-president and chief merchandising and design officer of Savage X Fenty, Christiane Pendarvis, shared the exciting news during an interview with Bloomberg:


"You're actually going to see stores. I can't tell you when. I'd be spoiling the surprise and the build up, but yeah retail we think is an important component for us."

The news comes on the heels of the 2021 Savage X Fenty show Vol. 3, which premiered on Amazon Prime on September 24, and Rihanna officially becoming a billionaire. Her lingerie brand has a little to do with her billionaire status after it increased in revenue by 200%, according to Forbes.

But how was the singer able to be successful in the lingerie market? 

While she's a global pop star, it has been proven many times that celebrity status doesn't always equate to success in other ventures. The "Love on the Brain" singer is also an example of that.

While her Fenty Beauty and Savage X Fenty lines are flourishing, her Fenty fashion house failed to make the same impression as her other brands and closed down earlier this year.

Launched in 2019, Savage X Fenty erupted the intimate apparel scene by prioritizing inclusivity rather than the same troupe of skinny women modeling the lingerie other brands have long followed.

Not only does Savage X Fenty include sizes from XS to 4XL, they also highlight models wearing the different sizes unapologetically, showing that sexy comes in more than one size.

The Bajan beauty spoke with WWD when her first collection premiered at New York Fashion Week in 2018.

"The concept really is just about exploring and celebrating women and all different shapes and bodies and designing things that met that."

The brand's social media and marketing is also top tier as they've been able to speak to their audience using their customers' voices as well as partner with celebs and influencers such as Megan Thee Stallion, Lizzo and Reginae Carter to model the brand on their social media pages.

Now that the brand is expanding into brick-and-mortar, it is highly likely that they will continue to grow as they will potentially reach new customers.

"We know that in intimate apparel specifically, because fit and comfort are so important, there's just customers who don't feel comfortable purchasing online and they want to be able to go physically try the product on. Touch, feel, make sure they found the right size and the right fit for them," Christiane said.

Christiane didn't give any specifics on the locations, just that they will be in the U.S. and possibly Europe.

Featured image by Kevin Mazur/Getty Images for Rihanna's Savage X Fenty Show Vol. 3 Presented by Amazon Prime Video

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