Dive Brief:

• After unveiling multiple stores last year, Savage X Fenty is hosting a three-day pop-up shop in the Los Angeles’ Fairfax shopping district, according to an announcement emailed to Retail Dive.
• As part of the pop-up, the brand is showcasing its limited edition Game Day collection, which includes hoodies, sweatpants, varsity jerseys, boxers, beanies, hats, a top and bandana. Customers can also receive special gifts with their purchases, per the announcement.
• The brand said it is releasing this collection of football-themed apparel and accessories ahead of CEO and singer Rihanna’s super bowl performance.

Dive Insight:

Rihanna’s Savage X Fenty brand seems to be continuing its momentum from last year. About a year ago, it launched its first physical store in Las Vegas and had plans to open more stores in Houston, Philadelphia, Los Angeles and Washington D.C. Its Las Vegas location featured Fit:Match technology, which enables users to get a customized body scan that creates a 3D avatar of their bodies and gives personalized product recommendations. Last spring, the brand said it planned to open six more locations in Detroit; Chicago; Atlanta; Long Island, New York; St. Louis; and Newark, Delaware. 

But before it announced plans for more locations in May, the company reached an important milestone in March. Rihanna’s Savage X Fenty brand was reportedly considering an initial public offering, valuing it at $3 billion, Bloomberg reported. 

Alongside Savage X Fenty, other brands have been introducing pop-up shops in Los Angeles and elsewhere. Last May, Social Tourist, a teen-focused sub-brand of Hollister, opened a pop-up in Los Angeles on Melrose Avenue. In December, Aviator Nation also opened a pop-up shop but chose New York instead to showcase its T-shirts, sweats, outerwear and other new collections.

Leap, the company that helps DTC brands open and operate brick-and-mortar stores, assisted Social Tourist in debuting its pop-up shop. Last year, Leap co-CEO and co-founder, Jared Golden told Retail Dive that DTC brands have frequently chosen Los Angeles for their second or third physical storefronts, but other locations like San Francisco have also attracted digitally native brands.