Savage x Fenty, the Rihanna-fronted lingerie, innerwear and apparel brand, will open its 14th store at South Shore Plaza outside Boston on Friday.
The 4,022-square-foot shop will offer an extensive assortment of accessibly priced styles across lingerie, lounge, sleepwear and sport, ranging in sizes from XS-4X, and XS to XXXXL.
The company plans an opening party Friday for the public featuring special giveaways, a live DJ set and light refreshments. The store is located at 250 Granite Street, Suite 1022E in Braintree, Mass. It is situated on the lower level outside of Macy’s and is a permanent location.
A look at the new Savage x Fenty store.
Courtesy of Savage x Fenty
The merchandise mix for the Boston store will be 60 percent intimate apparel, 25 percent sport and lounge apparel, and 15 percent men’s underwear. Retail prices range from $12.95 to $249.95.
The company is eager for New England customers to engage with the products firsthand.
The new Savage x Fenty store in Braintree, Masss.
Courtesy of Braintree, Mass.
As reported in August, the direct-to-consumer company started business with Nordstrom, its first retail partner in the U.S. The brand’s newest product innovation and softest collection to date — Soft N’ Savage — was offered this fall in Nordstrom stores and online, in addition to its core offerings including more than 130 styles of bras, bralettes, undies, lingerie and sleep. Savage x Fenty also does business with Selfridges and Galeries Lafayette in Europe.
A Savage x Fenty display.
Courtesy of Savage x Fenty
Savage x Fenty was founded as a monthly subscription business in 2018. Rihanna, brand visionary and executive chairman, co-owns the company with investors including L Catterton.
