Rihanna is planning a big move with her lingerie brand Savage X Fenty for 2022.
The singer and business mogul plans on opening physical stores to sell the sexy pieces.
According to Business Insider, the brand’s chief marketing and design officer, Christiane Pendarvis, said that the brand can “absolutely see some stores in 2022.” Pendarvis did not specify where specifically in the U.S. but she mentioned that the stores will start in the states then eventually move overseas.
Over the years, Savage X Fenty has tested out pop-up stores but its main focus has been e-commerce.
Pendarvis mentioned that some customers “don’t feel comfortable buying online” and with the opening of brand stores, it will no longer isolate customers who want to try on items before they buy.
Savage X Fenty has made a large leap in the fashion industry regarding inclusivity. The brand takes pride in including every shape and size of both men and women in fashion both online and on the runway which is something Savage X Fenty’s competition, Victoria’s Secret has been heavily ridiculed for years.
Savage X Fenty’s push to brick and mortar will be direct competition to the global lingerie brand.