Kim Kardashian is expanding her Skims brand across the Atlantic by opening her first store in London next year. This international expansion marks a significant milestone for the shapewear and clothing line that has seen tremendous growth since its launch.
The reality TV star has already opened a number of Skims shops in the US – including a glitzy brand in New York City and another in Los Angeles – and now she’s set her sights on the British capital with plans to open the first UK store in a prime location on Regent Street in London. Regent Street is one of London’s premier shopping destinations, attracting millions of visitors annually from around the world.
“Launching a standalone Skims store on London’s Regent Street is a pivotal step in our global expansion,” Skims Chief executive and co-founder Jens Grede told The Times newspaper. “This iconic location allows us to forge a deeper, more personal connection with our UK customers, delivering the full Skims experience in a world-class retail destination with authenticity and vision at the heart of our brand.” The brand has developed a loyal following for its inclusive sizing and comfortable, functional designs.
Skims is already available in the UK and is stocked at fabled London department stores Harrods and Selfridges. These luxury retailers have reported strong performance from the brand since its introduction to their product lines.
The new store will take over the space previously occupied by Ted Baker but has stood empty since the company’s collapse last year. The location offers significant visibility in one of London’s busiest shopping districts, providing an ideal showcase for the brand’s complete product range.
The Skims shop will open next summer after company bosses signed a 10-year lease on the property. This long-term commitment demonstrates the company’s confidence in both the UK market and the continued strength of physical retail despite challenging economic conditions.
Grede previously revealed plans to open Skims stores across Europe in cities such as Paris, Milan and Berlin. This ambitious European expansion strategy reflects the brand’s growing international popularity and recognition as a global fashion powerhouse.
As well as investing in bricks-and-mortar stores, Kim 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 beauty ventures under the successful Skims umbrella.
She will now absorb the Skkn By Kim line into a new Skims beauty brand. Industry experts view this as a savvy business decision that leverages the strong brand recognition Skims has established in the fashion market.
“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. “Skims has always been about redefining essentials, and now we’re doing the same with beauty, skin care and fragrance.” The beauty industry represents a natural extension for the brand, which has achieved remarkable valuation in recent funding rounds.
“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,” she continued. Kardashian‘s previous ventures in beauty, including KKW Beauty, demonstrated her ability to create successful products in this competitive market.
“I’m so excited for our customers to experience beauty in a whole new way with Skims.” The beauty line is expected to follow the same inclusive principles that have defined the Skims clothing line, with products designed to work for diverse skin tones and types.
The expansion into London represents a key component of Kardashian‘s vision to transform Skims into a comprehensive lifestyle brand with global reach. Fashion industry analysts note that few celebrity brands have achieved the level of commercial success and critical respect that Skims has garnered since its launch, attributing this to both the quality of the products and Kardashian’s business acumen.
With the London store opening and beauty line launch on the horizon, Skims continues to evolve from its origins as a shapewear company into a diversified fashion and lifestyle empire with international presence and influence across multiple product categories.
