Savage X Fenty, founded by Rihanna, is expanding into the UK market with its first physical retail presence at Selfridges on Oxford Street.
- The launch includes key collections like Soft N’ Savage and best-sellers such as Savage Not Sorry, Mod Poppy, and Romantic Corded Lace.
- Genevieve Kunst, SVP and GM Europe, describes this as the beginning of an exciting chapter for the brand.
- The move aims to connect with both UK and international shoppers by partnering with Selfridges’ diverse customer base.
- Selfridges director Bosse Myhr believes the collaboration will enhance customer choices in fashion expression.
Savage X Fenty, the brand established by singer Rihanna, has made a significant move into the UK market by launching its first physical retail space at Selfridges, located on the iconic Oxford Street. This development marks the brand’s inaugural physical sales location in the United Kingdom, offering customers the opportunity to experience its globally acclaimed products firsthand.
The curated selection available at Selfridges includes a mix of the brand’s latest product innovations and popular fashion lines. Among these are the Soft N’ Savage line and best-selling collections like Savage Not Sorry, Mod Poppy, Romantic Corded Lace, and Sheer X. The brand aims to provide an extensive range of products that cater to diverse tastes and preferences.
Genevieve Kunst, the Senior Vice President and General Manager of Europe at Savage X Fenty, expressed her excitement about this expansion. She regards the partnership with Selfridges as merely the beginning of a promising new chapter for the brand, aiming to strengthen connections with its UK and international customers.
According to Bosse Myhr, Selfridges’ Director of Menswear and Womenswear, this collaboration aligns with Selfridges’ mission to enhance their customers’ fashion choices. By bringing in Savage X Fenty’s collections, Selfridges is providing more options for their customers to express themselves confidently through style.
The newly introduced shop-in-shop offers a wide range of sizing options, with bras available in sizes from 32A to 42D and underwear and lingerie ranging from XS to 4X. Retail prices for these products begin at £15, making the brand accessible to a broad audience. The collaboration promises to enrich the shopping experience for customers at Selfridges.
The launch of Savage X Fenty at Selfridges represents a strategic move to broaden its reach and connect with a diverse audience in the UK.
