Savage X Fenty

Savage X Fenty is a direct-to-consumer intimate apparel brand founded by Rihanna in 2018, offering size-inclusive (XS-4X) bras, panties, lingerie, loungewear, sleepwear, sport, and men's underwear via its owned e-commerce platform across six markets and physical retail stores.

Company typePrivate
Founded2018
HeadquartersEl Segundo, United States
Headcount101–250
GTM typeB2C
OfferingHardware or Manufacturing

What Savage X Fenty does

Savage X Fenty is a direct-to-consumer intimate apparel brand founded by Rihanna in 2018 (some sources cite 2017), headquartered in El Segundo, California. The company sells women's bras, panties, lingerie, loungewear, sleepwear, and sport apparel, alongside men's underwear and loungewear, across an inclusive size range from XS to 4X. It operates a hybrid distribution model combining an owned e-commerce platform (savagex.com) available across six markets (US, UK, Germany, Spain, France, and the EU) with physical retail stores, the first of which opened in Las Vegas in January 2022 with plans for further US and European expansion.

The brand differentiates itself through a size-inclusive product philosophy, celebrity-driven brand equity, and a subscription-based Savage X Rewards membership priced at $69.95/month that provides member credits redeemable on items up to $100, 20-25% discounts on full-price styles, 15% cross-brand discounts into Fenty Beauty/Skin, and an annual birthday offer. Product prices range from approximately $6 for panties to $29.95 for bras and higher for lingerie sets, with frequent promotional discounting (70% off sitewide, 2/$29 bras, sets from $19). The company has invested in body shape scanning technology through a partnership with US tech firm MATCH to enhance in-store and virtual fitting experiences.

Revenue is generated through two primary streams: direct e-commerce sales of apparel and recurring membership subscriptions. The go-to-market combines celebrity-led brand marketing, influencer and ambassador programs (including the Grin-powered Savage X Ambassador program), multi-platform social media engagement across Instagram, TikTok, Twitter, Facebook, Pinterest, and YouTube, and community-led campaigns such as the 2026 Pride Month featuring Vivian Wilson. Savage X Fenty has raised approximately $310 million across multiple funding rounds, including a $125 million Series C in January 2022 led by Neuberger Berman with participation from L Catterton, Advent International, Abu Dhabi Growth Fund, and others, achieving a valuation exceeding $3 billion as of late 2022.

Savage X Fenty firmographics

Firmographics

Name: Savage X Fenty
Legal name: Savage X Fenty
Website: https://savagex.com
Company type: Private
Founded year: 2018
Operating status: Operating
Headcount range: 101–250 employees
Short description: Savage X Fenty is a direct-to-consumer intimate apparel brand founded by Rihanna in 2018, offering size-inclusive (XS-4X) bras, panties, lingerie, loungewear, sleepwear, sport, and men's underwear via its owned e-commerce platform across six markets and physical retail stores.
Ownership category
akta.pro rank

Savage X Fenty industry classification

Industry

Product category: Intimate Apparel
NAICS: Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)
SIC: Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Women's, Misses', Children's & Infants' Undergarments (2340)
akta.pro primary industry: Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
akta.pro secondary industries: Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Fast Fashion Intimates & Sleepwear (CRAAAGAH), Intimates Accessories (Hosiery, Garters, Lingerie Care) (CRAAAIAI)

Keywords

Intimate apparel
Lingerie brand
Size-inclusive fashion
Direct-to-consumer apparel
Women's underwear

Where Savage X Fenty is headquartered

Location

Headquarters

HQ city: El Segundo
HQ country: United States
HQ region: North America

Offices1 record

Markets served

Savage X Fenty business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

Direct E-commerce Sales: The company generates revenue through direct-to-consumer sales via its e-commerce platform savagex.com and physical retail stores. Products include bras, panties, lingerie, loungewear, and men's underwear across various price points.
Membership Program: The Savage X Rewards membership program offers monthly billing at $69.95, providing members with exclusive rewards including 2 Member Credits redeemable on items valued up to $100, 20-25% off full-price styles, and annual birthday offers.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	Standard (Non-Member) Pricing
Subscription	Monthly	Savage X Rewards Membership

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Savage X Fenty product offering

Product offering

Core offering

Savage X Fenty designs, sources, and sells intimate apparel and related fashion — including bras, panties, lingerie, loungewear, sleepwear, sport apparel, and men's underwear — through its own direct-to-consumer e-commerce platform and physical retail stores. The brand emphasizes size inclusivity (XS–4X) and operates the Savage X Rewards membership program, a subscription offering that delivers monthly member credits, discounts up to 25% off full-price styles, and cross-brand benefits with Fenty Beauty and Fenty Skin.

Product overview

Savage X Fenty is an intimate apparel brand founded by Rihanna in 2018, offering a comprehensive portfolio of women's, men's, and size-inclusive (Curvy) products. The core offering spans bras (T-Shirt, Bralettes, Push-Up, Balconette, Unlined, Strapless, Demi Cup, Lightly Lined, Wireless, Maternity), panties (Thong, Cheeky, Boy Shorts, Brazilian, Hipster, Bikini, High-Waist), lingerie (Teddies, Slips, Corsets, Garters), loungewear (Sleepwear, Robes, Sweatshirts), sport activewear, and men's underwear (Boxer Briefs, Boxers, Trunks). The brand operates themed sub-collections including Cotton Essentials, Microfiber, Modal Dreams, Romantic Corded Lace, Savage Not Sorry, Seamless, Signature Script, Sheer X, Swirly Girly, and Pride. Products are available via a subscription-based Rewards Membership program offering exclusive discounts, with items priced from $6 for panties to $100+ for lingerie sets.

Differentiator

Problem solved

Functional benefit

Products and services

Women's Bras Core bra assortment for women including T-Shirt Bras, Bralettes, Push-Up Bras, Balconette Bras, Unlined Bras, Strapless Bras, Demi Cup, Lightly Lined Bras, Wireless Bras, and Maternity Bralettes, available across size-inclusive sizing.
Women's Panties Panties assortment including Thong & G-String, Cheeky, Boy Shorts & Briefs, Brazilian, Hipster, Bikini, High-Waist & High-Leg, and No-Show styles, with size-inclusive options.
Women's Lingerie Complete lingerie collection including teddies, slips & skirts, corsets & bustiers, garter belts & hosiery, accessories, and bridal lingerie.
Women's Loungewear & Sleepwear Loungewear and sleepwear assortment including sleepwear, pants & sweatpants, tops & tanks, sweatshirts & hoodies, dresses & jumpsuits, robes, and shorts & skirts.
Women's Sport Apparel Activewear collection including leggings & pants, sports bras, tops & jackets, jumpsuits & rompers, and shorts with athletic support features.
Men's Underwear Men's underwear assortment including Boxer Briefs & Trunks, Boxers, Briefs, and Jockstraps with styles such as Flex Performance Boxer Briefs, Savage X Cotton Boxer Briefs, Savage X Satin Boxers, and Flex Base Boxers in various colors and prints.
Men's Loungewear & Sleepwear Men's loungewear assortment including pants & shorts, sweatshirts & tops, and accessories.
Savage X Rewards Membership Subscription-based rewards membership program that provides recurring revenue through monthly billing in exchange for member credits redeemable on products, percentage discounts on full-price styles, cross-brand discounts with Fenty Beauty and Fenty Skin, and annual birthday offers.

Quantifiable outcome

Savage X Fenty achieved $1 billion valuation in February 2021, less than 3 years after founding.
+1 more outcomes

Companies that use Savage X Fenty

Customer profile

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Savage X Fenty technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Savage X Fenty partnerships and signals

Strategic signal

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Savage X Fenty competitors and assessment

Company assessment

Direct peers

Victoria's Secret: Largest specialty lingerie retailer offering bras, panties, and loungewear across multiple price tiers. Direct competitor that Savage X Fenty has explicitly positioned against through size-inclusive and diversity-led branding.
SKIMS: Celebrity-founded (Kim Kardashian) intimates and shapewear brand selling bras, underwear, loungewear, and sleepwear DTC with strong social-driven brand equity. Closely comparable model to Savage X Fenty's celebrity-DTC playbook.
ThirdLove: DTC intimates brand built around half-cup sizing, fit technology, and size inclusivity. Competes directly with Savage X Fenty in bras and underwear, especially in the digitally native, fit-focused segment.
Aerie (American Eagle Outfitters): Sub-brand of American Eagle focused on bras, underwear, swim, and loungewear with a long-standing commitment to body positivity and unretouched imagery. Competitor in size-inclusive intimates and loungewear.
Cuup: DTC intimates startup offering minimalist bras and underwear across a wide size range with an online fit quiz. Closely comparable digital-native, design-led competitor to Savage X Fenty's core assortment.
Adore Me: Digital-native intimates brand acquired by Nordstrom, offering bras, lingerie, sleepwear, and loungewear with a membership-style shopping experience. Directly comparable to Savage X Fenty on assortment and recurring-revenue mechanics.

Broad incumbents

Calvin Klein (PVH): Global apparel giant under PVH with major intimates and underwear lines sold through wholesale and DTC. Overlaps Savage X Fenty in bras, panties, and men's underwear as a mass-market incumbent with broad distribution.

Emerging players

Tommy John: DTC apparel brand known for underwear, undershirts, and loungewear emphasizing comfort fabrics and fit. Comparable in men's underwear and women's lounge/sleep categories where Savage X Fenty is expanding.
Knix: DTC intimates and activewear brand specializing in leakproof underwear, bras, and loungewear. Comparable in women's intimates and lounge/sport extension areas, particularly through inclusive sizing and fit innovation.

Regional players

Bluebella: UK-based lingerie and nightwear brand with strong European distribution and design-led positioning. Comparable to Savage X Fenty in intimates and sleepwear but primarily serving UK/EU rather than North America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Savage X Fenty financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Savage X Fenty leadership team

Management profile

Number of profiles

Profiles8 records

Savage X Fenty funding detail

Funding detail

Funding overview

Funding rounds5 records

Investors17 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Savage X Fenty M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Savage X Fenty

What does Savage X Fenty do?

Is Savage X Fenty a public or private company?

Savage X Fenty is a private company. It is classified as venture growth investor backed and is currently operating.

When was Savage X Fenty founded?

Savage X Fenty was founded in 2018. It employs 101 to 250 people.

Where is Savage X Fenty based?

Savage X Fenty is headquartered in El Segundo, United States, in the North America region.

How does Savage X Fenty make money?

Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are membership Program.

Who are Savage X Fenty's main competitors?

Direct peers on record are Victoria's Secret, SKIMS, ThirdLove, Aerie (American Eagle Outfitters), Cuup and Adore Me. Calvin Klein (PVH) is listed as a broad incumbent. Emerging players are Tommy John and Knix. Bluebella is listed as a regional player.

Does Savage X Fenty have an API?

No public API is recorded for Savage X Fenty.

What industry is Savage X Fenty in?

Savage X Fenty's product category is Intimate Apparel. Its primary akta.pro industry code is CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands, with a secondary code of CRAAAIAD, Lingerie & Seduction (Sets, Bodysuits, Teddies). Its NAICS code is 45811 and its SIC code is 5600.