Savage x Fenty's first physical stores are coming soon

For Rihanna, it's not enough to have conquered online retail, turning Savage x Fenty into a colossus with a turnover of about a billion dollars, and in 2022 it will open its first physical stores. This was revealed by Christiane Pendarvis, co-president and merchandising director of the underwear brand, who, talking about the company's future strategies during an interview for Bloomberg's Black in Focus series, said:

"You’re actually going to see stores. I can’t tell you when [because] I’d be spoiling the surprise in the buildup. But yeah, retail we think is an important component for us. We know that an intimate apparel specifically because fit and comfort are so important. - And then she added - We know that in intimate apparel specifically, because fit and comfort are so important, there are 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. So retail is an important part of our growth strategy."

The dates of the next openings are still top secret, but in these days Riri has revealed that the first boutiques will be opened in 5 cities in the States during the first half of 2022: Las Vegas, Los Angeles, Houston, Philadelphia and Washington D.C.. While in recent months, Pendarvis anticipated that the company is also evaluating the future  "possibility of expansion in Europe".

Listening to the Bloomberg interview, we discover that they will not be simple corners, but real mono-brand boutiques where it will be possible to buy not only the super-inclusive women's models, but also the men's collection that, since its debut, has been an extraordinary success.

"We were really surprised that men’s has turned out to be such an opportunity for us. We launched it for the first time with last year’s volume two show and it was a capsule collection. It was let’s just drop a few men’s styles. So we have things that we can put the male dancers in that they’re actually wearing Savage product. It literally sold out in 12 hours. We were beyond shocked at just the response that we had received."

Stay tuned to G-club for updates on upcoming Savage x Fenty store openings.