E-Commerce · Retail
Savage X Fenty — from launch to nine figures.
Built the disrupter that took marketshare from Victoria's Secret. Subscription DTC, retail, live shopping, fashion week — one team, one P&L, four years.
Client
Savage X Fenty
Year
2018–2022
Discipline
E-Commerce · Retail
The problem
Where it started.
Rihanna's intimates brand had everything except the operating muscle. The category was stale, the incumbent was vulnerable, and the bet was inclusive-not-exclusive. The brief was simple and impossible: launch a brand from zero, build the digital and physical channels around it, and win a category Victoria's Secret had owned for thirty years.
The build
What we shipped.
Launched in 2018 with subscription-first DTC and a digital-native ecommerce stack. Built and ran the team that scaled the platform, then layered every channel around it: the Savage X Fenty Show on Amazon Prime (Vol 1, 2 & 3), live shopping with influencer hosts, the AR/AI fitting-room program, and the first five retail stores in Las Vegas, LA, Houston, Philadelphia and DC. Innovation wasn't a side bet — it was the moat.
The result
What it did.
Grew to $500M+ in revenue, EBITDA-positive, with 1M+ subscription members. AR/AI bra fit improved sizing accuracy by 72% and lifted conversion 200%+. Fitting-room conversion went from sub-4% to 87%. Three Webby Awards, an Emmy for Vol 3 choreography, and a category that no longer looks the same.
$500M+
revenue scaled
1M+
subscription members
+72%
fit accuracy (AI/AR)
