‘Coming In Hot!’ Rihanna Plans to Open Savage X Fenty Stores in the U.S. in 2022
by Cedric 'BIG CED' Thornton

October 5, 2021

‘Coming In Hot!’ Rihanna Plans to Open Savage X Fenty Stores in the U.S. in 2022

The business empire of Robyn Rihanna Fenty continues to grow as her lingerie and beauty brands elevate and her fans anxiously await for the “Umbrella” singer’s return to the stage.

The beauty and music mogul is planning to bring her Savage X Fenty lingerie line to brick-and-mortar stores sometime in the upcoming year and made the announcement through Twitter.

“Retail is an important part of our growth strategy. You’ll absolutely see some stores in 2022,” said Christiane Pendarvis, the co-president and chief merchandising and design officer at Savage X Fenty told Bloomberg. “Because fit and comfort are so important, there are just customers who don’t feel comfortable purchasing online.”

Pendarvis said that Savage X Fenty’s new locations “will be our own physical stores. Initially, they all will be in the U.S., but we’re absolutely having conversations around what does that expansion potentially look like in the EU [European Union].”

“Seeing the imprint that she’s had, and the businesses and categories that she’s chosen to build brands in, it indicates there’s opportunity to take what she’s created and her approach probably more broadly across other categories,” Pendarvis said.

Earlier this summer, it was reported that Rihanna’s wealth grew so much that Forbes announced that she was officially a billionaire.

The singer and entrepreneur is reportedly worth $1.7 billion, according to estimates by Forbes. According to the magazine, Rihanna’s total net worth make her the wealthiest female musician and second only to the queen of entertainment, Oprah Winfrey, as the richest female entertainer.

The secret behind Rhianna’s success is that she’s not catering to the same people. As Bloomberg observed, the singer’s offerings—

All aim to provide products to customers who are often overlooked by traditional brands. Fenty Beauty, for example, boasts 40-plus foundation shades — a much wider palette than the norm — while Savage X features sizes from XS to 4XL.

The Savage x Fenty stores are slated to go head-to-head in competition with Victoria’s Secret. Last month, Amazon Prime began streaming the third edition of her star-studded Savage x Fenty Fashion Show.


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