Skims debuts in U.K. with London flagship
The shapewear brand co-founded by reality TV superstar and entrepreneur Kim Kardashian continues its international expansion.
Skims has opened its first standalone U.K. store, a flagship on Regent Street in London. The opening comes as the company has been accelerating its international growth, including the opening of its second location in the United Arab Emirates, a 6,200-sq.-ft. flagship in the Dubai Mall. Skims also recently announced the launch of the brand in India, where its first stores are planned for Delhi and Mumbai.
Skims has also been expanding at home. A spokesperson told Chain Store Age that the brand will have a total of 55 stores by the end of this year, with plans to have more than 100 by the end of 2027.
London
Spanning 12,000 square feet, Skims' London flagship is the brand’s largest retail location in Europe. Designed by New York City-based firm Rafael de Cárdenas Ltd., the space combines the brand's signature retail design language with its most expansive product offering in the UK.
The store welcomes visitors with a "monumental" sculpture by Vanessa Beecroft. Going further in, customers move though interconnected open-plan rooms with curved forms, refined architectural details, tactile materials and immersive product displays.
[READ MORE: First Look: Skims adds to footprint with Chicago flagship]
“Our flagship stores play an important role in how customers experience Skims beyond the product,” said Jens Grede, co-founder and CEO of Skims. “Opening on Regent Street is a significant milestone for the brand and reflects our continued investment in creating immersive retail destinations in the world’s leading shopping cities.”
Skims says the London space brings together the brand’s signature collections and seasonal launches across underwear, shapewear, loungewear, menswear, accessories and NikeSkims, offering its most comprehensive assortment in the U.K.
"London has always been one of the most inspiring fashion cities in the world to me, so opening our first U.K. flagship on Regent Street feels especially exciting,” said Kardashian, who also serves as the brand's chief creative officer. “I'm so proud of the space we've created and can't wait for our customers to experience it."
Founded in 2019, Skims has over 25 stores worldwide. Its products can also be found in select department stores including Nordstrom, Saks Fifth Avenue and Bloomingdale’s.
