Savage X Fenty, the wildly popular lingerie and sleepwear brand launched by Rihanna in 2018, opened its first brick-and-mortar store on January 22 in the heart of the Fashion Show mall on the Las Vegas Strip. More stores are coming this year—to LA, Houston, Philadelphia and Washington, D.C.—but Vegas struck first.

In a statement, the global pop star and beauty industry mogul said she co-designed the stores with her own shopping experiences in mind. “We wanted to be able to connect with our customers in real life and give them something they have never seen before,” Rihanna said. “Creating the space took a lot of imagination, married with things I’ve always wanted to change about my own experiences as a customer, from mannequins to the Fit Xperience to customer service.”

Savage X Fenty sets itself apart from other intimate apparel brands with accessible price points and sizes, styles and fitting that work for everyone. Fit Xperience is an app that allows customers to receive a 3D body scan to assist with selecting products based on exact size and shape.

Savage X Fenty marks a significant addition to the ever-changing retail offerings on the Strip, but another sexy store with its own innovative approach made its debut last year at Resorts World Las Vegas.

Pepper is a new lifestyle brand selling different products and apparel online and from its sprawling 6,000-square-foot flagship store on the second floor of the new resort’s retail district. It was created right here in Las Vegas, and it sells products you wouldn’t typically find in such a luxurious shop in a huge Strip casino: sex toys.

That’s kind of the point for Pepper. It’s all about curating products that encourage intimate connection, playfulness and exploration, and providing those things in a more welcoming environment.

“You walk in and see books and candles and diffusers and think it’s a home goods store, but it’s not,” says co-founder Lincoln Spoor. “It’s a permission-to-play store, where you have the opportunity to improve your connection with your significant other any way that you want, and includes toys.”

Spoor and his wife Sarah created Pepper after living and working in Las Vegas for years. Spoor’s other company, Feel Good Brands, operates food courts on the Strip and famously brought Krispy Kreme Doughnuts to Las Vegas.

At Pepper, you can stick to the larger “PG area” and explore a variety of products and comfy apparel, or visit the room with the toys. Both are inhabited by helpful staffers to guide the way—something you won’t find at some sex shops.

“In the sex toy or pleasure business, that level of commerce wasn’t an experience. There was nothing elegant about it,” Spoor says. “We’re turning that on its head. This is a journey and an experience, and it’s going to be a good one for you and you’ll feel comfortable and safe and hopefully it ends up changing your life. Everybody has sex, so you might as well make it as good as it can be.”

SAVAGE X FENTY Fashion Show, 844-747-1609. Monday-Thursday, 11 a.m.-8 p.m.; Friday & Saturday, 10 a.m.-9 p.m.; Sunday, 11 a.m.-7 p.m.

PEPPER Resorts World, 725-235-3300. Monday-Thursday, noon-8 p.m.; Friday & Saturday, noon-10 p.m.; Sunday, noon-6 p.m.

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