Dive Brief:
- Expanding its product offerings, Savage X Fenty — founded by celebrity and entrepreneur Rihanna — launched a limited-edition soccer-inspired clothing collection last week, according to details emailed to our sister publication Retail Dive.
- The Savage X League lounge collection features shorts, short- and long-sleeve jerseys, joggers and more. Select styles are available in sizes XXS to 4X.
- The brand has also released new and popular silhouettes in women’s sport styles, such as high-waisted bike shorts, sports bras and more.
Dive Insight:
Savage X Fenty’s latest release follows a major C-suite change at the brand.
The company in June appointed Hillary Super as its new CEO and board member. Taking over the chief executive role from Rihanna, Super previously served as CEO at Anthropologie Group. The executive also brings over experience from various leadership positions at Guess, American Eagle Outfitters and Gap Inc.
Savage X Fenty has also embarked on expanding its physical footprint during the past year.
The lingerie and clothing brand in May 2022 announced plans to add six new stores, expecting to double its existing footprint. Anticipated locations included: Chicago; Atlanta; Detroit; St. Louis; Long Island, New York; and Newark, Delaware. However, only seven stores in total are currently listed on Savage X Fenty’s website. The company did not respond to inquiries about its store plans at the time of publication.
Expanding its in-store tech capabilities, Savage X Fenty in February partnered with fit technology company Fit:Match to launch a new iteration of Fit Xperience, an in-store digital fitting tool. The updated version debuted at Savage X Fenty’s Lenox Square Mall store in Atlanta, Georgia. The Fit Xperience tech is able to scan customers’ bodies and provide product recommendations. The tool can be used to shop an assortment of the brand’s products such as bras, leggings and more from the brand’s Sport collection.
