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.