Rihanna’s brand-new lingerie line, Savage X Fenty (Savage by Fenty), will be marketed through an annual membership in which will offer subscribers discounted prices, a source in a position to know told BuzzFeed News.
TechStyle Fashion Group — the subscription retailer in which also owns Kate Hudson’s Fabletics, ShoeDazzle (cofounded with Kim Kardashian West), JustFab (once led by Kimora Lee Simmons) along with FabKids brands — expects Rihanna’s Savage X Fenty lingerie line “to grow into the biggest brand” within the company’s portfolio, according to the source.
Rihanna teased the May 11 launch of Savage X Fenty line in an Instagram post on Thursday.
Savage X Fenty members will be able to access discounts along with promotions through an annual membership in which includes free shipping. BuzzFeed News also has learned in which the line aims to be “inclusive” of sizes ranging up to 3X.
TechStyle has caught ire within the past with shoppers who accused the company of misleading them into a monthly subscription along with producing the idea difficult to unsubscribe via the service.
Despite customer complaints, the company’s revenues have grown via $505 million in 2015 to $700 million in 2017, according to figures shared by TechStyle Fashion Group CEO Adam Goldberg in a presentation at Shoptalk last month.
Partnering with Rihanna, whose Fenty Beauty brand at Sephora has been hugely successful, may put TechStyle Fashion Group in a better position to IPO. Kate Hudson, who owns Fabletics along with will be an investor within the company, said at a Recode event in December 2016 in which “the goal” will be to go public.
Fenty Beauty has repeatedly declined to share sales with BuzzFeed News however online research firm Slice Intelligence estimated sales within the first month of operation were a few times in which of Kylie Cosmetics along with 34% higher the following month.