Dive Brief:
-
Rihanna’s Savage X Fenty intimates brand has expanded internationally via a partnership with U.K. department store Selfridges, its first brick-and-mortar presence abroad, the company said in an emailed press release.
-
The shop-in-shop at Selfridges’ Oxford Street store and online at Selfridges.com features the brand’s Soft N’ Savage collection, as well as bestsellers like Savage Not Sorry, Mod Poppy, Romantic Corded Lace and Sheer X.
-
Bra sizes range from 32A to 42D, underwear and lingerie sizes range from XS to 4X, and prices start at 15.00 pounds (about $20).
Dive Insight:
Savage X Fenty joins the ever-growing list of direct-to-consumer brands working with retailers in order to grow sales. The brand announced its first U.S. retail partnership, with Nordstrom, last month.
The company initiated its own brick-and-mortar strategy two years ago, with a store in Las Vegas, and now runs nine of its own stores, with more planned. In 2022, Rihanna said the brand “wanted to be able to connect with our customers in real life and give them something they have never seen before.”
Online, the brand follows the membership model of owner TechStyle Fashion Group, which also runs Fabletics.
"We're so excited to finally announce our first international retail space at none other than the quintessential shopping destination: Selfridges. This gives us an opportunity to be brought closer to our UK and international shoppers, and to connect with Selfridges’ unique and diverse customer base,” Genevieve Kunst, senior vice president and general manager of Europe for Savage X Fenty, said in a statement. “This is just the beginning of a very exciting chapter for Savage X Fenty, and this partnership is the perfect starting point for us to showcase the brand's commitment to delivering accessible, innovative products that are made for everybody.”
The international expansion comes as Savage X Fenty searches for a new chief executive. Hillary Super, who took over the post from Rihanna herself a little over a year ago, has jumped to Victoria’s Secret, where she will start as CEO next week.
