Savage x Fenty appoints Hillary Super as new CEO

Savage X Fenty, the lingerie brand co-owned by popular singer Rihanna and other investors including LVMH, has announced the appointment of Hillary Super as its new chief executive officer and director.

The news was first reported by Vogue and later confirmed by a post on Super’s personal LinkedIn account. According to Vogue magazine, Super will take over the position from founder Rihanna, and Rihanna will be continuing in a leadership role as executive chair.

Hilary Super has a background as the global CEO of Anthropologie Group, a position she held for nearly four years until April 2021. Prior to that, she served as the company’s Global President and held various leadership positions at Guess, American Eagle Outfitters, and Gap Inc.

Super told Vogue, “I’m thrilled to join the Savage X Fenty family,” “The brand is a major powerhouse in the lingerie and apparel industry, and its unwavering commitment to celebrating inclusivity and fearlessness is inspiring.”

With this appointment, Savage X Fenty aims to take its retail expansion beyond e-commerce to the next level, including the development of physical stores and the launch of wholesale. Since opening its first store in Las Vegas in 2022, the brand has opened seven stores in the United States including stores in Los Angeles, Houston, and Atlanta. The brand also held a pop-up store in Los Angeles during Rihanna’s Super Bowl appearance.

Exterior view of the Savage X Fenty store. Courtesy of Savage x Fenty

The brand is also focusing on implementing technology in real stores, partnering with Fit: Match in February to launch a new in-store digital fitting service. The tool uses sensors to scan the customer’s body, which can then provide recommendations.

The company stated about its move from e-commerce to brick-and-mortar stores in a statement: “We have a highly engaged customer base with our DTC model, and also recognise that there is opportunity for us to expand further by meeting customers where they are and offering other avenues of accessibility.”

The company raised $125 million in a Series C financing round led by Newberger Berman in January 2022. The company also reportedly had widely publicized plans for a $3 billion IPO in early 2022, but the company reportedly did not provide a definitive response to Vogue’s interview.

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