SavageXFenty
Unicorn · $1B7 known investors
Direct-to-consumer lingerie and apparel brand founded by Rihanna, known for extended sizing and a VIP membership model.
Also known as Savage X Fenty · Savage x Fenty by Rihanna
Investors · 7
Also in the syndicate · 1
Valuation · disclosed
Disclosed eventsSource: SEC prospectus filings, and round valuations the company or its investors disclosed — follow each entry's link for the claim.
Company profile
researched Aug 2026Savage X Fenty is a direct-to-consumer lingerie and apparel brand founded in 2018 by Rihanna as a joint venture with TechStyle Fashion Group, a California-based e-commerce company known for membership-based models and celebrity collaborations such as Fabletics and ShoeDazzle. The brand launched online on May 11, 2018, initially selling through its own website with about 90 pieces across lingerie, sleepwear and accessories, including four capsule collections.
The product assortment covers bras (T-shirt, push-up, unlined, strapless, bralette, balconette, lightly lined and demi cup styles), panties (thongs, bikinis, boyshorts, hipsters), teddies and bodysuits, corsets and bustiers, slips, skirts, garters and hosiery, loungewear and sleepwear, accessories such as pasties, body stickers, restraints and masks, and a men's line of briefs, jockstraps, trunks and boxers. Signature ranges include the Core Microfiber series of everyday basics. Bras launched in 2018 with band sizes 32 to 44 and cups A to DD, later expanded with curvy and plus-size options, with apparel sizing spanning XS to 4X.
The company moved beyond online-only sales into physical retail, opening its first brick-and-mortar store at the Fashion Show mall in Las Vegas in January 2022, a location built around five merchandising rooms, mannequins representing varied body types and a "Fit Xperience" fitting concept.
Founding story
Rihanna conceived the brand to address gaps she experienced in the intimates category, including limited sizing, skin-tone ranges and body-type representation — among them the lack of suitable nude undergarments for her 2014 CFDA Awards appearance. Following the 2017 launch of Fenty Beauty with its broad shade range, she formalized Savage X Fenty in 2018 as a joint venture with TechStyle Fashion Group, retaining creative control while TechStyle supplied operational infrastructure such as data-driven personalization, subscription logistics and rapid production.
Business model
Direct-to-consumer sales of lingerie and apparel through the brand's website, combining one-time purchases with a recurring VIP membership subscription, supplemented since 2022 by company-operated physical stores.
Product sales via e-commerce and retail stores, plus subscription revenue from the VIP/Xtra VIP membership program, which was priced at $49.95 for new members receiving a welcome kit and monthly boxes.
Traction
Reported year-over-year revenue growth of more than 200% and a more than 150% increase in VIP memberships around 2019-2021, with cumulative funding of roughly $310 million and a $1 billion valuation at the 2021 Series B.
Latest developments
Hillary Super, previously global CEO of Anthropologie Group, became CEO in June 2023 as Rihanna transitioned to executive chair. In January 2026 Rihanna appeared in promotional imagery for the brand's Valentine's Day lingerie collection.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positioned as a size- and skin-tone-inclusive challenger in a lingerie market historically dominated by traditional players such as Victoria's Secret; reached unicorn status in February 2021 and was named to TIME's 100 Most Influential Companies in 2021.
Extended sizing from XS to 4X and a wide shade range, casting of models across varied body types and skin tones, a subscription VIP membership tied to the TechStyle personalization and logistics platform, and Rihanna's direct involvement as founder and creative lead.
Technology
Operations rely on infrastructure contributed by TechStyle Fashion Group, including data-driven personalization, subscription management and rapid production capabilities that supported direct-to-consumer launch without traditional retail dependencies.
Go-to-market
Launched online-only with pre-launch teasers on Rihanna's Instagram, sustained by social media promotion, annual runway shows (the second of which streamed exclusively on Amazon Prime Video), celebrity endorsement, and a VIP subscription designed to drive repeat purchases; physical stores were added from 2022 to reach customers uncomfortable buying online.
Consumers seeking lingerie, loungewear and sleepwear across a wide range of body types, sizes and skin tones, including plus-size shoppers, shoppers who prefer in-store purchasing, and men through a dedicated menswear line.
Geography
Headquartered around the California-based operations of joint-venture partner TechStyle Fashion Group, selling online with U.S. physical retail beginning in Las Vegas in 2022.
History
Founded in 2018 and launched online on May 11, 2018, the brand grew through the TechStyle partnership without external equity for its first roughly 18 months. It raised about $50 million in 2019, bringing total backing to roughly $70 million, and $115 million in Series B funding announced in February 2021 at a reported $1 billion valuation. A $125 million Series C followed in January 2022, taking total funding to about $310 million. The first physical store opened in Las Vegas in January 2022. In June 2023 Rihanna stepped down as CEO, becoming executive chair, with Hillary Super appointed CEO.
Risks & controversies
In 2022 the company settled with California district attorneys for $1.2 million over allegations that consumers were automatically enrolled in its recurring VIP subscription without adequate disclosure or consent, resulting in unauthorized charges. Its 2020 runway show also drew criticism for using an Islamic hadith recitation.
Compiled by commissioned research from 6 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 11
launches, deals, and filingsRihanna starred in promotional photos for the brand's Valentine's Day lingerie collection, shared on social media.
Rihanna announced she would step down as CEO, with former Anthropologie Group global CEO Hillary Super taking the role; Rihanna remained as executive chair.
Series C funding to support retail store development and new product launches, bringing total funding to about $310 million.
$125M source ↗
Opened its first physical store at the Fashion Show mall in Las Vegas, featuring five rooms, mannequins of varied body types and a Fit Xperience concept.
Settled allegations that consumers were automatically enrolled in the recurring VIP subscription without adequate disclosure or consent, leading to unauthorized charges.
$1.2M source ↗
Series B round led by the Growth Fund of L Catterton, with proceeds earmarked for brick-and-mortar expansion and customer acquisition; reported $1 billion valuation.
$115M source ↗
New $50 million in funding from investors including Marcy Venture Partners and Avenir Growth Capital, bringing total backing to about $70 million.
$50M source ↗
Amazon announced that Savage x Fenty's second annual runway show would stream exclusively on Amazon Prime Video.
Brand launched exclusively through its website with roughly 90 pieces across lingerie, sleepwear and accessories, including four capsule collections and extended sizing.
Company formally founded as a joint venture between Rihanna and TechStyle Fashion Group, which provided operational infrastructure, personalization and subscription logistics.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 6
primary sources listed
- SavagexFenty raises 115 million dollarsfashionunited.com · web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does SavageXFenty do?
- Direct-to-consumer lingerie and apparel brand founded by Rihanna, known for extended sizing and a VIP membership model.
- Who are SavageXFenty's investors?
- SavageXFenty's investors include ACME Capital, Black Jays Ventures, Crosscut Ventures, Kensington Capital Partners Limited, Rho Ventures, Sugar Capital.