Kim Kardashian's Skims Opens First Standalone UK Store on London's Regent Street
The shapewear and swimwear brand, valued at £3 billion, has launched its first international flagship in a prime London location.
Kim Kardashian's shapewear and swimwear brand, Skims, has officially opened its first standalone store in the United Kingdom. The 12,000-square-foot flagship is located at 245-247 Regent Street, a former Ted Baker store, marking a significant step in the brand's global expansion.
Skims announced the opening on Instagram, drawing enthusiastic responses from fans eager to shop the brand's offerings in person. The Regent Street location places Skims among other high-end retailers on the prominent London street. Plans for the move into the former Ted Baker flagship were first revealed in May of the previous year, with the company identifying the site as its first international flagship.
This opening represents Skims' first permanent standalone retail presence in the UK, following previous temporary pop-up ventures. The brand previously collaborated with Nike for a pop-up at Selfridges earlier in the year. Skims products are already available in the UK through retailers like Selfridges and Harrods. The company has signed a ten-year lease with the landlord, The Crown Estate, for the Regent Street property.
Robert Norton, chief commercial officer at Skims, stated that the opening is a landmark moment and reflects the company's strategic focus on expanding into key global markets. He added that the global prestige and history of Regent Street make it an ideal setting for an immersive retail experience. Laura Thursfield, retail leasing director at The Crown Estate, noted that welcoming Skims highlights Regent Street's appeal as a premier lifestyle destination and is expected to enhance the area's retail diversity and commercial activity.
Skims was co-founded seven years ago by Kim Kardashian, alongside British entrepreneur Emma Grede and her husband Jens Grede. The brand has experienced rapid growth, partly attributed to the extensive reach of the Kardashian family's fanbase. Following a funding round in 2023, Skims was valued at $4 billion (£3 billion). In 2021, the company's performance contributed to Kardashian achieving billionaire status, with reported revenues of $750 million (£570 million) in 2023.
Jens Grede told The Times that launching a standalone store on Regent Street is a pivotal step in their global expansion, allowing for a deeper connection with UK customers and delivering the full Skims experience. The brand's presence on Regent Street is intended to drive diverse audiences to the area.