Savage X Fenty announces international retail expansion into Selfridges
Savage X Fenty, the lingerie, loungewear and sportswear brand founded by Rihanna, has launched its first international physical location at London’s Selfridges department store.
In the brand’s first retail partnership in the UK, the shop-in-shop within the store’s lingerie department showcases an extensive assortment of styles designed for all body types. The offering is also available online.
Genevieve Kunst, SVP and GM Europe at Savage X Fenty, said: “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.”
The shop-in-shop will offer the brand’s latest product innovation Soft N’ Savage, as well as Savage X Fenty’s best-selling fashion and core collections, including Savage Not Sorry, Mod Poppy, Romantic Corded Lace and Sheer X.
Savage X Fenty at Selfridges offers bra sizes ranging from 32A-42D and underwear and lingerie sizes ranging from XS-4X, with prices starting at £15.
Bosse Myhr, director of menswear, womenswear at Selfridges, said: “We are thrilled to welcome Rihanna’s Savage X Fenty lingerie line to Selfridges. Savage X Fenty‘s inclusive designs embody our commitment to celebrating individuality and diversity. This partnership allows us to offer our customers even more choices to express themselves with confidence and style. We are excited to offer the collection to our customers and community.”
