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CBx Vibe:Lingerie” Lizzo

By CultureBanx Team

  • Rihanna’s Savage x Fenty lingerie brand is opening up physical stores in 2022 across the U.S.
  • Victoria’s Secret has closed 240 company-operated stores since 2019


Rihanna’s Savage x Fenty lingerie brand is bringing all the smoke to Victoria's Secret (VSCO -2.58%) by moving in on what may have been its last stronghold, brick and mortar stores. The company’s Chief Marketing and Design Officer Christiane Pendarvis told Bloomberg that Savage x Fenty is taking its talents to the streets and will be opening up physical stores in 2022 across the U.S. As the legacy push up bra maker continues to flail under their antiquated practices, Savage x Fenty is sitting squarely at the center of business and culture in the $13.1 billion U.S. women’s underwear sector, leaving Victoria's Secret hard pressed to replicate this model.

Why This Matters: Rhi Rih’s lingerie company has been gaining market share on Victoria’s Secret and experienced 200% sales growth last year. During the age of diversity in the industry there’s been a significant shift, with Savage X Fenty poised to become a front runner in the global lingerie market that’s expected to hit $325 billion by 2025.

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