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LVMH, Rihanna fashion brand Fenty to launch first pop-up shop

Fenty, singer Rihanna's fashion label with French luxury goods giant LVMH Moët Hennessy Louis Vuitton SE, will launch its first pop-up store in Paris on May 24, Reuters reported.

The shop will be open for two weeks, while its online portal will be launched May 29, the report said.

According to the report, the brand will be mainly an e-commerce-only venture with temporary pop-up events instead of having a physical store network. It will sell products at significantly lower prices compared with other LVMH brands, the news agency added.

Fenty will be first available in 14 countries, in Europe and the U.S., and will be rolled out in Asia by 2019-end, Reuters also said.

The news comes nearly two weeks after LVMH confirmed its partnership with the famous singer. The Paris-based company first worked with Rihanna, whose full name is Robyn Rihanna Fenty, in 2017 when she launched her Fenty Beauty cosmetics range.