Rihanna launches first Savage X Fenty store in Las Vegas

Rihanna is a well-known singer with multiple awards, including nine Grammys. But while she made a name in the entertainment industry, she is also a rising businesswoman and fashion designer.

Rihanna launched the Savage X Fenty lingerie brand in 2018, and the label has been growing since then. In fact, the 34-year-old whose real name is Robyn Rihanna Fenty has recently opened her first brick-and-mortar store in Las Vegas.

According to Fox Business, the inauguration of Rihanna's Savage X Fenty outlet was unveiled during the Fashion Show Las Vegas that was held the past weekend, on Saturday, Jan. 22. The purple-colored store has opened its doors, and people can now buy all types of intimate apparel, accessories, and other items.

It was noted that while most retailers are shutting their physical stores to move to online selling via e-commerce sites, Rihanna chose to place her lingerie brand in a commercial space where shoppers can choose, buy, and pick up their items right there and then.

The spacious store is said to have five rooms, and there are mannequins with different body types. These are said to have been shaped and molded based on real people. The Savage X Fenty store will also offer interactive experiences and lots of photo-worthy moments while shopping.

At any rate, Vogue described Rihanna's Savage X Fenty brand as "high-gloss, super-sexy lingerie and intimates." This month, the label is setting up five stores in various shopping malls across the U.S. To be more specific, after Las Vegas, the locations for the four other stores are Houston, Philadelphia, Washington D.C., and Los Angeles.

"We're not necessarily known as a technology brand, but we are taking this opportunity to really merge physical and digital in a way that we just haven't seen done in the mall, particularly not in this category where fit and comfort in your body and confidence is so important," Christiane Pendarvis, Savage X Fenty's chief merchant, and co-president, told Vogue.

She added, "The Fit Xperience is not intended to a replace the expertise of an associate but it is an amazing way to get a really accurate view of an individual's body and make personalized recommendations based on our assortment."