Rihanna’s Savage X Fenty opens first store in Las Vegas as digital brands enter malls

Rihanna’s lingerie brand Savage X Fenty has made its physical debut in Las Vegas, and the move comes at a time when big-box retailers are closing stores while popular e-commerce brands take root in the spaces. commercial

The inaugural Savage X Fenty store was unveiled at the Fashion Show Las Vegas on Saturday, January 22. The mall now has a distinctly purple store where clients can purchase intimate apparel, loungewear and accessories.

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Inside, the store is divided into five rooms, which will feature exclusive chrome and lavender merchandise and mannequins with various body types inspired by real people. Savage X Fenty shoppers will also be welcome to sample “interactive experiences” and “photo-worthy moments,” according to the brand’s press release.

Rihanna, 33, is said to have led the creative direction of the Las Vegas store and worked alongside O’Neil Langan Architects, visual artist Jed Skrzypczak and design firm PlayLab to bring the retail space to life by retail. Additionally, the store was built with technological innovations that are in line with Savage X Fenty’s “everyBODY” brand.

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Customers are encouraged to use the store’s exclusive FIT:MATCH app, which uses body scanning and augmented reality technology from a LIDAR-powered smartphone to create size recommendations for Savage X Fenty products. The brand invented this contactless lingerie sizing method, the first of its kind, under the name “Fit Xperience”. If customers still want to try on items in-store, the venue has fitting rooms equipped with digital kiosks to check prices and browse products.

“We wanted to be able to connect with our customers in real life and offer them something they had never seen before,” Rihanna said in a statement.

She continued, “Creating the space took a lot of imagination, coupled with things I’ve always wanted to change in my own experiences as a customer, from the models to the Fit Xperience, to the service. client. We are so happy with the result and now I can’t wait for people to see it.”

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A spokesperson for Savage X Fenty told FOX Business that the Vegas store opening will be followed by openings in Los Angeles, Houston, Philadelphia and the DC metro area in the near future. Additional details on store openings will be shared with the public when arrangements are finalized.

Savage X Fenty debuted as a direct-to-consumer e-commerce brand in 2018 and has been a hit with Rihanna fans and consumers alike. fashion– avant-garde designs at affordable prices. The company has also built a cult following for its commitment to body diversity, as evidenced by its annual fashion shows and year-round inventory that ranges from XS to XXXL.

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Although Rihanna is the founder of the eponymous brand, Savage X Fenty is a joint venture with TechStyle Fashion Group – the e-commerce force behind Kate Hudson’s sportswear brand Fabletics, footwear company ShoeDazzle and clothing company JustFab .

Rihanna founded Savage X Fenty in 2018 with backing from TechStyle Fashion Group, the e-commerce force behind Kate Hudson’s activewear brand Fabletics. (Samir Hussein/WireImage)

Fabletics began its foray into the retail world in 2015 and has since opened over 70 stores worldwide, one of which is located in the same mall where Savage X Fenty opened its first store.

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While TechStyle’s two celebrity-backed brands have enjoyed success despite the ongoing COVID-19 pandemic, many big-box retailers have closed dozens or hundreds of outlets, including Victoria’s Secret, Brooks Brothers, American Eagle Outfitters, Gap, Banana Republic, Macy’s, JCPenney and Sears.

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