Will Rihanna save brick & mortar retail?
The news come of Savage x Fenty’s brick-and-mortar expansion comes courtesy of Christiane Pendarvis, co-president and chief merchandising and design officer. “Retail is an important part of our growth strategy, so you will absolutely see stores in 2022,” she said on the latest segment of’s “Black in Focus” series. “We know [with] intimate apparel specifically because fit and comfort are so important, there are just customers who don’t feel comfortable purchasing online.
Pendarvis wouldn’t specify when exactly the brand will be setting up shop, but assured that the Savage x Fenty outposts in question will be standalone establishments, not simply sections of a department store. The first wave will open up in the U.S., though apparently Rih and co. are already looking into taking things across the pond to the E.U. They certainly have the money to do so: The brand announced that it had raised $115 million in funding for a retail expansion in February.
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