Rihanna is a well-known singer with multiple awards, including nine Grammys. But while she’s made a name for herself in the entertainment industry, she’s also a rising businesswoman and fashion designer.
Rihanna launched lingerie brand Savage X Fenty in 2018, and the brand has grown steadily ever since. In fact, the 34-year-old whose real name is Robyn Rihanna Fenty recently opened her first physical store in Las Vegas.
According to Fox Business, Rihanna’s Savage X Fenty store unveiling was unveiled at the Las Vegas fashion show held this past weekend, Saturday, January 22. The purple colored store has opened and now people can buy all types of intimate apparel, accessories and other items.
It was noted that while most retailers are closing their physical stores to move to selling online via e-commerce sites, Rihanna has opted to place her lingerie brand in a retail space where shoppers can choose, buy and collect. their items on the spot. .
The spacious store is said to have five rooms and there are mannequins with different body types. These would have been fashioned and molded from real people. The Savage X Fenty store will also offer interactive experiences and plenty of photo-worthy moments while shopping.
Regardless, Vogue described Rihanna’s Savage X Fenty brand as “super-shiny, super-sexy lingerie and undies.” This month, the label is setting up five stores in various malls across the United States. To be more specific, after Las Vegas, the locations of the other four stores are Houston, Philadelphia, Washington DC and Los Angeles.
“We’re not necessarily known as a tech brand, but we’re taking this opportunity to really merge the physical and the digital in a way that we just haven’t seen in the mall, especially in this category where fit and comfort in your body and confidence are so important,” Christiane Pendarvis, chief marketer and co-president of Savage X Fenty, told Vogue.
She added, “The Fit Xperience isn’t meant to replace an associate’s expertise, but it’s an incredible way to get a truly accurate view of an individual’s body and make personalized recommendations based on on our assortment.”
