Marking its first retail partner in the US, Rihanna’s Savage X Fenty intimates brand last week launched in Nordstrom stores and on its website.
The brand’s products are now available in 16 locations in cities including Seattle, New York City, Chicago, San Diego, Los Angeles, Las Vegas, Dallas and Atlanta.
This new deal with Nordstrom allows Savage X Fenty to expand its distribution and reach new customers by tapping into the department store’s “highly engaged, loyal customer base,” according to Savage X Fenty CEO Hillary Super. Super became Savage X Fenty’s CEO last year, with Rihanna remaining executive chair of the company.
The Nordstrom rollout builds on Savage X Fenty’s physical retail strategy. In January 2022, Savage X Fenty opened its first brick-and-mortar store in Las Vegas and said it planned to open more stores in Los Angeles, Houston, Philadelphia and Washington, D.C. Later that year, the brand announced plans to double its store count with six more locations.
For Nordstrom, the partnership builds on the department store’s efforts to remain relevant with consumers by bringing in younger, popular brands.
