Skims, the innovative shapewear and clothing brand co-founded by Kim Kardashian, Emma Grede, and Jens Grede, has opened its first-ever European pop-up shop in the United Kingdom. The pop-up is located at Selfridges’ The Corner Shop in London and will be open from Monday, June 20th, through July 8th, 2022.
The American brand, which was founded in June 2019, has gained immense popularity for its modern twist on shapewear, making it more inclusive, fashionable, and comfortable. Skims offers a range of underwear, loungewear, swimwear, and shapewear, catering to various body types and promoting body positivity.
The Skims pop-up at Selfridges marks a significant milestone for the brand as it expands its global presence. The pop-up shop features a summer Los Angeles poolside oasis theme, designed in collaboration with long-time partner Willo Perron of Perron-Roettinger. Visitors can expect to see spectacular diving boards and eye-catching palm tree structures, creating an immersive shopping experience.
For the first time, Skims Swim will be available to European customers, offering must-have swim essentials in signature cuts and multiple coverage levels. New products are expected to be introduced every week, including limited-edition swim collections and the latest seasonal colorways.
Kim Kardashian, co-founder and creative director of Skims, expressed her excitement about the pop-up, stating, “Our customers in Europe have been asking for a Skims pop-up experience since we launched our first pop-up two years ago, so I’m thrilled to bring Skims Swim to London for the first time ever and take over The Corner Shop at Selfridges with our most conceptual pop-up experience to date.”
The Skims Corner Shop is part of the brand’s continued partnership with Selfridges. Following the closure of the swimwear pop-up, Skims plans to open a redesigned and expanded permanent shop-in-shop space within the London department store later this summer.
Furthermore, Skims has an ambitious retail expansion strategy in place, with plans to open freestanding stores across the UK and EU territories within the next three years. This expansion follows the success of its strong e-commerce and multi-brand business in the region.
Robert Norton, chief commercial officer at Skims, commented on the brand’s global aspirations, saying, “As we look to establish Skims as a global brand, Selfridges London is the optimal starting point for the next phase of Skims journey with our existing customer base in the UK and unparalleled business at Selfridges to date.”
The pop-up experience and expansion of the permanent shop-in-shop space at Selfridges set the framework for Skims’ global retail strategy. The brand aims to leverage multi-brand partnerships throughout the year, planning to open 35 shop-in-shops in the US and internationally.
With its first-ever European pop-up at Selfridges’ Corner Shop, Skims is poised to make waves in the UK market, offering customers a unique and immersive shopping experience while continuing to promote body positivity and inclusivity through its innovative product offerings.