Kim Kardashian's Skims to open first UK flagship store on iconic high street
KIM Kardashian's Skims will open its first UK flagship store on an iconic high street.
The £3billion shapewear brand founded by the reality star and British entrepreneurs Emma and Jens Grede is set to launch its first store on Regent Street, London.
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The pricey underwear brand, which charges £20 for a thong, already has concessions in Selfridges and Harrods department stores.
But come summer 2026 it will open a standalone shop that will exclusively sell its wears.
Skims will take over 245-247 Regent Street, the former site of Ted Baker, which collapsed last August and has signed a 10-year lease with landlords The Crown Estate.
The street, which intersects with Oxford Street at Oxford Circus, is home to a number of designer brands including Burberry and Canada Goose.
Robert Norton, chief commercial officer at Skims, said: 'This milestone reflects our strategic focus on expanding into key global markets, bringing SKIMS' unique brand vision directly to customers worldwide."
Meanwhile, Laura Thursfield, Retail Leasing Director at The Crown Estate, added: 'Welcoming Skims in its first foray into the UK bricks-and-mortar market is an exciting moment for The Crown Estate.
"Emphasising Regent Street's position as London's premier lifestyle destination, the arrival of SKIMS highlights the area's sustained attractiveness for global brands."
It will be good news for the iconic London shopping district, which has been bruised by a number of departures in recent years.
Tech giant Microsoft closed its 21,000 sq ft store in February, six years after opening in 2019.
Cool Britannia, the legendary UK souvenir shop, also shuttered earlier this year, much to the dismay of customers.
Kim Kardashian launches Skims bra with 30 different strap styles
But it's not all bad news for the street, with IKEA finally opening its new store at the former Topshop store last month.
It's set over three floors and 5,400 square metres, and also includes its iconic cafe.
Nikeworld is also currently closed as it undergoes a refurbishment.
WHAT BUSINESSES ARE OWNED BY THE KARDASHAIN'S?
Skims is just one of countless bushiness launched by the Kardashian clan, which consists of 'momager' Kris, Kim, Khloe, Kourtney, Kendall and Kylie Jenner.
Khloe Kardashian, 40, owns Good American Jeans, which sell for up to £130 at Selfridges.
Meanwhile eldest sister Kourtney owns a range of Lemme's Health Gummies, including a vaginal gummy which is meant to support pH levels, odour, a healthy microflora.
Kylie Jenner, who was born following her mother Kris's second marriage to Caitlyn Jenner (formerly Bruce), is the owner of Kylie Cosmetics which was valued at over £900million.
The success of SKIMS
Initially conceived as a vanity project by Kim Kardashian, Skims has metamorphosed into one of the most sought-after lingerie brands, enlisting high-profile names like Jude Bellingham and Nicola Coughlan.
The brand celebrates bodies of all shapes and sizes, and Nicola's natural curves make her a perfect fit.
Nicola's stunning debut in a floral "goddess" campaign came just days after Jude Bellingham, the 20-year-old England football star, showcased the men's line.
Kim praised Nicola, saying: "Nicola is such an inspiration on screen and beyond, and she really brought the campaign to life with her undeniable beauty and energy."
Since its 2019 launch, Skims has attracted a star-studded roster including Kate Moss, Usher, and Lana Del Rey.
The brand's value has soared to £3 billion, with a 50% increase in sales last year. Unlike the glitzy allure of premium brands like Victoria's Secret, Skims excels by blending comfort with subtle elegance, bolstered by savvy viral campaigns.
Kim's campaign promoting a faux perky nipple bra sparked diverse reactions. Some women found the £64 bra empowering, while others criticised it for objectifying women. Personally, I found it uplifting—both literally and figuratively.
The £70 Skims waist trainer also proved popular, especially among new mothers. Kim revealed she often gifts it to friends post-pregnancy, praising its ability to make her feel "snatched." Despite health concerns, the corset sold out rapidly online.
Skims has expanded beyond lingerie to include swimwear, dresses, loungewear, PJs, and menswear. The brand's commitment to inclusivity, featuring a diverse range of celebs and models, resonates with a multi-generational audience.
A notable collaboration with Italian luxury fashion house Fendi in November 2021 further elevated Skims' profile. The limited collection, starting at $950 (£747), sold out within 24 hours, generating over a million dollars in sales within minutes.
In summary, Skims' success lies in its unique blend of inclusivity, comfort, and clever marketing, ensuring its place as a dominant force in the fashion industry.
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