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Physical stores to be open next year for Rihanna's Savage X Fenty brand

Pop singer Rihanna's billion-dollar underwear brand, Savage X Fenty, is set to open physical stores next year.
 
The brand's chief marketing and design officer, Christiane Pendarvis confirmed the store openings in the US, with consideration for stores in Europe in the future.
 
The company has tested pop-up stores in the past but operates primarily online.
 
The move to physical stores comes as potential customers want to try and feel the products before purchase. 
 
Savage X Fenty has been praised for its body-positive campaigns and runway shows featuring plus-size and pregnant women, and for being size, race, and gender inclusive. 
 
A lack of inclusivity, in both marketing and product, is something rival lingerie company Victoria's Secret has long been criticized for. 
 


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