What: The first store opens in Las Vegas. The digital lingerie brand will also open stores in Los Angeles, Houston, Philadelphia and Washington, D.C., later this year.

Why it is important: In its three-and-a-half year lifespan, the intimates business has continued to gain traction in the innerwear world, thanks in part to Rihanna’s star power, as well as her promise to deliver a bra and underwear brand for all body types at a time when lingerie giant Victoria’s Secret faced backlash for exclusive marketing messages.

Rihanna’s Savage x Fenty goes physical