Rihanna: The first physical stores Savage X Fenty will open in 2022!

Rihanna's lingerie brand, Savage X Fenty is about to open its first physical stores in 2022.Indeed, the director of marketing and design of the company, Christine Pendarvis, told Bloomberg that the first stores will open in the United States next year.The brand of Rihanna, which advocates inclusiveness, weighs $ 13.1 billion in the United States.

If we compare Savage X Fenty to Victoria’s Secret, the Rihanna lingerie brand has won market share on the American brand.In addition, sales of Savage X Fenty products increased 200 % last year.In the era of diversity and inclusiveness, Rihanna's brand is on the way to becoming a leading player in the world lingerie market and its value should reach $ 325 billion by 2025.At the same time, sales in stores from Victoria’s Secret products decreased by 3 % in the second quarter of 2021 compared to the second quarter of 2019.In addition, the brand has closed 240 stores since 2019.

Victoria’s Secret's market share also dropped, from 80 % in 2016 to 65 % in 2019, which leaves the field open to Savage X Fenty to take over.Victoria's Secret still hopes to return to market shares, in particular with the launch of the VS collective, which aims to be more inclusive with seven new muses, including actress Priyanka Chopra Jones, football player Megan Rapinoe, skier and Olympic athlete Eileen Guéen, Paloma Elsser and Adut Akech models, photographer Amanda de Cadenet, as well as Brazilian actress and model Valentina Sampaio.

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In 2020, Savage X Fenty asked Goldman Sachs to collect funds of $ 100 million.According to several sources, raised capital could be used to invest in the European market or to create a sportswear line.Although Rihanna did not launch her brand until 2018, Savage X Fenty can become the world leader in the lingerie market by 2025.

Since its creation, the Rihanna brand has focused on online sales and has opened some ephemeral stores in certain regions.By focusing on inclusiveness, Rihanna has received a large audience with lingerie models for all forms and all skin carnations.

For the time being, no details on the site of future Savage X Fenty stores has yet been revealed.

Article translated from US forbes - author: Kori Hale

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