Singer Rihanna’s lingerie brand Savage X Fenty will open its first physical stores. The company’s press office confirmed the report, as reported in Retail Dive. The first opening is scheduled in Las Vegas by the end of January 2022. Next, Savage X Fenty retail stores will also appear in Los Angeles, Houston, Philadelphia, and Washington, D.C.
“On the back of the brand’s incredible growth since its launch in 2018, this new direct-to-consumer experience is the next step to more fully representing the brand in key markets,” the company’s press office commented.
The brand’s decision to expand beyond online commerce channels and focus on direct sales followed a similar move by Kate Hudson’s sportswear company Fabletics. More and more fashion brands are turning to physical stores and experimenting with pop-up formats to boost sales.
Traditional retail stores remain an essential marketing and customer engagement tool, despite the continued shift in customer demand toward online channels. Experts estimate that conventional retail will account for 72% of sales in the U.S. by 2024. Consumers are interested in classic formats to try out products and celebrate shopping in person.
