The billion-dollar brand is expanding its reach through brick-and-mortar.
At Brookfield Properties, part of our mission is to revolutionize the retail experience. We’re increasingly introducing exciting e-commerce brands to our tenant mix, like Rihanna’s Savage X Fenty brand, which opened its first brick-and-mortar store at Fashion Show Las Vegas in January 2022.
While the inclusive lingerie brand has concentrated on online sales since its launch in 2018, its first location in Las Vegas marked a shift to brick-and-mortar retail, followed by new boutiques in Houston, Philadelphia, Los Angeles, and the Washington, D.C. area.
Six additional locations are planned for Chicago, Atlanta, St. Louis, Detroit, Long Island, and Newark in Delaware, putting Fenty’s boutique footprint at 11.
Ultimately, the strategy is designed to enable Savage X Fenty shoppers to try on pieces while also enjoying a comprehensive brand experience. “We wanted to create a store where customers could come in, experience our brand in real life, and feel like they’re part of the Savage X Fenty community,” said Savage X Fenty Co-President/Chief Merchandising and Design Officer Christiane Pendarvis in our latest Voice of the Retail Revolution webinar, “Insights from Savage X Fenty: How This Billion-Dollar Brand is Expanding its Reach Through Brick-and-Mortar.”
While some of Savage X Fenty’s growth can be attributed to Rihanna’s star power, the brand’s secret sauce is its dedication to body positivity and inclusivity. “At Savage X Fenty, our goal is to celebrate and showcase everyone in an authentic way,” Pendarvis said. “We cover the three Ss: sizes, shapes, and shades. By being inclusive, we’ve been able to unlock a tremendous amount of loyalty.”
According to Women’s Wear Daily, Savage X Fenty shoppers are both young (65 percent of the brand’s shoppers are between the ages of 18 and 35) and diverse (35 percent are Black, 30 percent white, and 20 percent Latinx). “We redefine sexy,” Rihanna said prior to her Savage X Fenty Vol. 3 show. “We want women to feel sexy no matter what society has told them before.”
With shapewear sales projected to reach $3.9 billion by 2028 — and Rihanna’s dedication to continue to deliver lingerie that works for a wide variety of body types, ages, and skin tones — we’re proud to partner with this superstar brand launched by a megastar.
- 1 Brookfield Properties location
- 5 Brick-and-mortar stores
- $4.76 billion Shapewear industry