Here is a look at Rihanna's first Savage X Fenty store

By the end of January 2022, Savage X Fenty will open five mono stores in the U.S.

Rihanna-founded lingerie brand Savage X Fenty will open its first physical store in a mall in the United States, expanding beyond online sales channels. 

In January 2022, Savage X Fenty will open five stores in Las Vegas, Los Angeles, Philadelphia, Washington D.C., and Houston. Whether they are buying lingerie or just under the spell of Rihanna, the store's vibrant design and technology invite customers into Rihanna's universe. 



Fenty X Savage stores, open in popular malls, showcase a radiant color palette. Neon lights in fuchsia, sapphire, and emerald illuminate the space. Mannequins come in various shapes (including mediums and larges) and are made with 3D scans of human models. It's as if the brand is bringing the adrenaline of fashion show videos into retail. 



As the company's press office said, "We want to make sure that whatever kind of shopper you are, you find yourself in our stores - and not just through marketing, but also through the people who work there, who provide you with service and support."

The brand emphasized that while it wasn't previously tech-savvy, the launch of the retail chain combined the physical and digital in a way that hadn't been seen before in malls. 



In particular, the brand partnered with startup Fit: Match to launch Fit Xperience, an app that uses body scanning to provide shoppers with personalized recommendations on underwear and home-wear.



"This app is not meant to replace the retail experience, but it's a fantastic way to assess a person's body and make personalized recommendations based on our assortment," the company said.

Thanks to its " endless merchandising " system, the Savage X Fenty retail space will also constantly change thanks to its "endless merchandising" system. According to the authors' idea, the bright design will also inspire fans to take photos for Instagram. 

More about shopping malls in the USA