Savage X Fenty opens pop-up shop in Los Angeles

The retail space in the Fairfax shopping district will preview the singer's Super Bowl performance.

Rihanna's brand Savage X Fenty has announced the opening a pop-up store in Los Angeles. The retail space in the Fairfax shopping district will preview the singer's Super Bowl performance.

The new pop-up store will feature, among other things, the brand's limited-edition collection called Game Day. It will include varsity jerseys, boxers, hoodies, sweatpants, beanies, hats, a top, and a bandana. Customers will also receive unique gifts from the brand by purchasing on store days. Savage X Fenty will release a collection of football-inspired clothing, especially for the Super Bowl.

Rihanna's brand has been getting stronger in the retail world lately. Early last year, Savage X Fenty opened its first physical store in Las Vegas, offering customers the service to get created a 3D body avatar and personalized product recommendations.

The brand later announced plans to open six more stores - in Detroit; Chicago; Atlanta; Long Island, New York; St. Louis; and Newark, Delaware. Last May, the brand was valued by analysts at $3 billion.

Along with Savage X Fenty, other brands are opening pop-up stores. In particular, Social Tourist (owned by Hollister) opened in Los Angeles on Melrose Avenue and Aviator Nation - in New York. Experts note that DTC brands are increasingly choosing LA as a second or third location to locate a physical store along with San Francisco.

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