SKIMS Goes Big With 16 Store Launches in 2025

Kim K’s fashion empire is going brick-and-mortar in a big way. Kim Kardashian's shapewear and lifestyle brand Skims is making a major push into physical retail, announcing plans to open 16 new locations across the United States this year, bringing its total domestic footprint to 22 stores. This expansion marks a significant milestone for the brand, which launched as a direct-to-consumer business in 2019 and has rapidly grown into a multi-billion-dollar fashion empire.

A Strategic Vision for Retail Growth

The expansion reflects Skims' vision to become a global retail powerhouse. Jens Grede, Co-founder and CEO, has articulated the company's bold aspirations, stating, "Since the launch of SKIMS Mens, we have been envisioning the customer experience in physical retail around the globe," he said. This highlights the brand's confidence in its growth potential and retail strategy.

Grede has highlighted the growing importance of physical retail in Skims' evolution. He has noted that the brand is focused on expanding its presence globally and sees brick-and-mortar locations as a key part of its next phase, following the company’s initial direct-to-consumer success.

Rapid Growth and Store Strategy

Skims has achieved phenomenal success since its launch, growing from a shapewear startup to a lifestyle brand valued at $4 billion in 2023. The company has expanded far beyond shapewear to include underwear, loungewear, swimwear, activewear, and men's clothing.

This is a monumental moment for Skims, marking the move into permanent retail. The brand has achieved phenomenal growth thus far, and having an omnichannel retail approach supports plans to scale the business across key markets in the U.S.

Skims has carefully selected premium locations for its stores, including Fifth Avenue in New York City, Sunset Boulevard in Los Angeles, Georgetown in Washington, D.C., as well as Austin, Houston, Atlanta, and Aventura, Florida. The brand partners with renowned designers to create immersive retail experiences. Kim Kardashian, founder, says, “This flagship is a dream realized for Skims. We’ve created a space that perfectly embodies our brand and elevates the customer experience,” Kardashian said in a press release about the opening shared with Business Insider.

Founder's Vision Realized

For Kim Kardashian, the retail expansion is the realization of a long-held vision. "Opening a Skims store in Los Angeles is a full-circle moment. This city has been a huge part of my life, and having a space here where people can experience the brand in person makes it even more special," she said. "We're just getting started, and I can't wait for what's ahead."

The brand’s retail strategy builds on lessons from pop-up experiences and partnerships with luxury retailers. "As this is Skims' first permanent store, with more to come, we've been so meticulous with each and every detail to ensure that our customers are immersed in the Skims universe," Kardashian said.

International Ambitions

Skims has already announced its first UK store, signing a ten-year lease on London’s Regent Street, opening in 2026. The company has tested international markets through pop-ups and partnerships, with international customers representing about 20 percent of the online business.

"Opening our first UK store on London's iconic Regent Street is a landmark moment for SKIMS," Robert Norton, Chief Commercial Officer, said. "Its global prestige and vibrant history make it the perfect setting to debut our immersive retail experience."

Building Community and Future Plans

Central to Skims' success is its strong community and focus on product quality. As Jens Grede explained, "While marketing and celebrity will attract curious customers, only an excellent product can build a brand and a business. The secret to longevity is simply in the quality and innovation of our product." He also emphasized, "Our eyes are set on becoming a global retail brand with everything that it entails."

Skims continues to diversify, with collaborations like NikeSKIMS, and plans to launch beauty, skincare, and fragrance in 2026. With its celebrity backing, quality products, and strategic locations, Skims is poised for a transformative period in retail. The success of these 16 new stores will shape the brand’s future and its vision of global presence.