Megastar, mogul and expectant mom Rihanna will reportedly be opening brick-and-mortar lingerie stores in several new cities.
The Motor City is about to get a little more rev in its engine. Rihanna, the arbiter of all things sexy, has chosen Detroit as one of several new cities in which she’ll be opening brick-and-mortar Savage X Fenty locations.
Photo: Mike Coppola/Getty Images
As reported by the Detroit Free Press, the specific location of Detroit’s new store has yet to be announced. But as Savage X Fenty itself announced on social media, Rihanna’s size-inclusive brand will also be landing in Atlanta, Chicago, Long Island, N.Y., Newark, Del., and St. Louis.
The lingerie brand’s expansion—which has already opened physical locations in Arlington, Va., Culver City, Calif., Houston, and King of Prussia, Pa. since its inaugural outpost in Las Vegas—is a testament to its breakaway success since its launch as an e-commerce brand in 2018. According to the Free Press, the label, which now caters to sizes up to 4XL for all genders, is now worth an estimated $3 billion.
The brand’s boom is a clear indication of the marketplace’s continual shift toward greater inclusion, one that has caused more established brands to falter in recent years, as they were slow to adapt. Notably, Savage X Fenty’s marketing has not only always included models of all sizes and races, but also abilities and gender identities. “The success of Savage X Fenty comes at an apparent time of sea change in the lingerie market at large,” reports the Free Press. “Industry juggernaut Victoria’s Secret saw a 20% revenue decrease in 2020, according to CNBC, while the [Rihanna]-backed brand saw its revenue double that same year.”
Maiysha Kai is Lifestyle Editor of theGrio, covering all things Black and beautiful. Her work is informed by two decades’ experience in fashion and entertainment, a love of great books and aesthetics, and the indomitable brilliance of Black culture. She is also a Grammy-nominated singer-songwriter and editor of the YA anthology Body (Words of Change series).
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