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
Where Savage X Fenty is headquartered
LocationHeadquarters
- 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 offeringCore 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 profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Savage X Fenty technology and API
TechnologyTechnology 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 signalScale indicators5 records
Recent moves8 records
Expansion highlights6 records
Savage X Fenty competitors and assessment
Company assessmentDirect 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 social profiles
Digital presenceSavage X Fenty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Savage X Fenty leadership team
Management profileNumber of profiles
Profiles8 records
Savage X Fenty funding detail
Funding detailFunding 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 investmentM&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?
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.
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.