Kim Kardashian has opened a pop-up Skims drive-through in Los Angeles. This innovative retail concept represents the latest expansion of her fashion empire, which has grown impressively since its launch.
The reality TV star is celebrating the launch of her brand’s first store on America’s West Coast by opening the Skims Diner next to the LA shop with a specially created menu featuring burgers, fries and milkshakes alongside product imagery from the brand’s clothing and shapewear ranges. The experiential retail initiative follows a growing trend of immersive shopping experiences that have become increasingly popular among luxury and contemporary brands.
“Get a taste of your favorite brand at SKIMS Drive-In, open April 2-6 in celebration of our newly opened LA Flagship store. Link in bio to reserve your table,” a post on the Skims Instagram page stated. The announcement generated significant engagement across social media platforms, highlighting the brand’s strong digital presence.
The launch of the new Skims store in Los Angeles follows the opening of another shop in New York City last year. These physical retail locations mark an important step in the brand’s evolution from an online-only business to an omnichannel retail experience.
As well as investing in bricks-and-mortar stores, Kardashian also recently revealed she plans to expand Skims into beauty and fragrance after buying back her Skkn By Kim brand, which was previously licensed through Coty. This strategic move allows her to consolidate her business interests under a single powerful brand umbrella.
She will now absorb the Skkn By Kim line into a new Skims beauty brand. Industry experts view this as a logical extension of the Skims brand identity, which has already successfully expanded beyond its original shapewear focus.
“Expanding into beauty isn’t just about growing Skims — it’s about building on the strength of the brand and bringing our approach to a whole new category,” Kim said in a statement obtained by WWD. The move represents a significant opportunity in the competitive beauty market.
“Skims has always been about redefining essentials, and now we’re doing the same with beauty, skin care and fragrance. With the global community we’ve built and my experience in beauty, this felt like the right next step. We’re bringing the same level of innovation, inclusivity and quality that people expect from Skims into products that will truly make a difference. I’m so excited for our customers to experience beauty in a whole new way with Skims.” Her previous experience in the beauty industry positions her well for this expansion.
Jens Grede, chief executive officer and co-founder of Skims, explained the Skkn brand will disappear and become a new line under the Skims umbrella, saying: “We are not going to be continuing the Skkn by Kim brand that Coty was doing. We are relaunching the categories under Skims.” The rebranding strategy aims to create a more cohesive consumer experience across all product categories.
Kardashian has huge plans for Skims coming up, including a collaboration with Nike called NikeSKIMS, and she even hopes to one day hold her own fashion shows. The Nike partnership represents a major milestone in the brand’s development and industry recognition.
“I can absolutely see us doing a show, not like a regularly on the fashion schedule show, but maybe something a little bit more unique,” she told WWD.com. “It would have to be an experience more than a regular show, but I would never rule anything out.” Fashion events of this caliber would further cement Skims’ position in the high-fashion landscape.
The Skims drive-through concept highlights Kardashian‘s innovative approach to retail, combining traditional products with experiential marketing techniques that create memorable brand interactions. The limited-time nature of the pop-up also creates a sense of urgency and exclusivity that aligns with luxury marketing strategies.
With her massive social media following, Kardashian continues to leverage her personal brand to drive business growth. The Skims label has expanded from its original shapewear focus to include loungewear, swimwear, and now beauty products, demonstrating the brand’s versatility and market adaptability.
The drive-through concept also represents a creative response to changing consumer behaviors, blending nostalgia for classic Americana with contemporary fashion retail. This type of experiential marketing has become increasingly important in a competitive retail environment where brands must create distinctive customer experiences to stand out.
