Who Owns Savage X Fenty?

Rihanna launched Savage X Fenty on May 11, 2018, during New York Fashion Week. The debut collection sold out within one month with zero paid advertising, driven entirely by Rihanna's social media presence. The brand positioned itself as a direct challenge to Victoria's Secret, which had built its brand around a narrow beauty standard.

Savage X Fenty launched with comprehensive size inclusivity from day one, offering sizes XS to 4X and 30+ bra sizes. The brand's marketing featured diverse model casting across body types, skin tones, ages, and gender expressions. This approach stood in contrast to the legacy lingerie industry's focus on a single body type.

The brand grew through a VIP membership subscription model, charging $59.95 per month for access to discounted pricing. Members could skip a month to avoid charges. This model, borrowed from TechStyle's Fabletics and JustFab brands, provided recurring revenue but later became a source of legal and regulatory challenges.

In August 2019, Savage X Fenty raised a $50 million Series A led by Marcy Venture Partners and Avenir Growth Capital. By this point, the brand had approximately $150 million in sales. The Savage X Fenty Show, a fashion show streamed on Amazon Prime Video, won an Emmy Award and became an annual marketing event featuring celebrity performances and diverse model casts.

In February 2021, L Catterton led a $115 million Series B, pushing the reported valuation to $1 billion. In January 2022, Neuberger Berman led a $125 million Series C, bringing total funding to approximately $330 million. The first physical retail store opened in Las Vegas in January 2022.

In November 2022, the brand settled with the FTC for $1.2 million over violations of the Restore Online Shoppers' Confidence Act (ROSCA), related to the VIP membership program's auto-enrollment and cancellation practices.

In June 2023, Rihanna stepped down as CEO and moved to Executive Chair and Chief Creative Officer. Hillary Super, former CEO of Anthropologie Group, was appointed as CEO. In August 2024, Super departed to become CEO of Victoria's Secret, reportedly for a package worth approximately $18 million. No permanent CEO has been publicly confirmed as of early 2026.

In 2024 and 2025, the brand expanded its wholesale presence through partnerships with Nordstrom in the United States, Selfridges in the United Kingdom, and Galeries Lafayette in France. According to Axios reporting in 2025, the brand leaned further into inclusion-led marketing as competitors retreated from diversity commitments.