SKIMS, the powerhouse shapewear and lifestyle brand co-founded by Kim Kardashian, is set for a momentous retail debut in Europe, announcing its first standalone store opening in London in the summer of 2026. Occupying 245–247 Regent Street—formerly the Ted Baker flagship—this highly anticipated flagship signals SKIMS’ evolution from digital disruptor and pop-up phenomenon to a permanent anchor in one of the world’s top fashion capitals.
Regent Street: The Heart of London Retail
The choice of Regent Street for SKIMS’ European flagship is deliberate and strategic. As London’s premier shopping corridor, Regent Street draws both locals and tourists seeking prestige, style, and a curated mix of global brands. Speaking on the decision, Robert Norton, SKIMS’ Chief Commercial Officer, stated: “Opening our first UK store on London’s iconic Regent Street is a landmark moment for SKIMS. Its global prestige and vibrant history make it the perfect setting to debut our immersive retail experience. This milestone reflects our strategic focus on expanding into key global markets”.
Laura Thursfield, Retail Leasing Director at The Crown Estate—Regent Street’s landlord—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”.
The Store: Scale, Design, and Immersion
Set in a prominent, now-vacant location, the new 12,000 sq ft SKIMS flagship will be an immersive showcase for the brand’s full portfolio—shapewear, swimwear, loungewear, underwear, and (since 2023) menswear. Drawing inspiration from the brand’s celebrated aesthetic, the space will deliver the full SKIMS experience in a world-class retail destination with authenticity and vision at the heart of our brand, said Jens Grede, CEO and co-founder alongside Kardashian.
This experience will integrate digital-first elements (mirroring the brand’s e-commerce roots), tactile in-store activations, curated zones reflecting SKIMS’ inclusive brand values, and celebrity-driven campaign visuals—all designed to set a new standard for lifestyle fashion retail in London. SKIMS’ commitment to a 1-year lease at this prestigious site demonstrates confidence in the future of destination retail.
From LA to London: Global Growth Strategy
Launched in 2019 and now valued at $4 billion after its last funding round, SKIMS has become a global leader in shapewear and comfort-first essentials, redefining body positivity and inclusivity for a new generation. Kim Kardashian’s leadership has been central, with the brand leveraging her authenticity and reach, as well as a trendsetting design philosophy. Since opening its first permanent US flagship in Los Angeles in early 2024, SKIMS’ store network has grown rapidly, including seven US stores and points of sale at Selfridges, Harrods, END. Clothing and luxury e-commerce in key European, Asian, and Australian markets.
London—the brand’s largest market outside the US—was a natural choice for its first European standalone flagship.There are also signals that further European stores are in the pipeline, with potential flagships for Paris, Milan, Berlin, and Dubai.
Why Now? Consumer Demand, Brand Momentum
Amid shifting consumer preferences for comfort-centric, versatile apparel, SKIMS has resonated strongly with Kardashian’s global fanbase and fashion-forward consumers. In 2023, the company hit $750 million in revenue, with ongoing momentum suggesting an IPO could be on the horizon.
The timing is also right in terms of London’s retail landscape, as vacant high-traffic store sites open opportunities for digitally-native, culture-driven brands. As Thursfield points out, “This opening will enhance the diversity of The Crown Estate’s wider retail and leisure offering, boosting both footfall and commercial activity in the West End by driving different audiences towards the world-class destination that is Regent Street”.
What to Expect: A Fully Immersive SKIMS World
With the opening, shoppers can expect not just the full SKIMS collection but also a dynamic, event-driven retail experience. Limited drops, in-store exclusives, activations with British celebrities and influencers, and high-profile campaign events will be trademarks of the new flagship.
SKIMS’ unique blend of influencer culture, community, and innovative design will be powered by a staff trained in inclusivity and expert fit consultation. With the men’s collection (launched 2023) included, the flagship underlines SKIMS’ ambitions as a full-scale global lifestyle company, not just a women’s wear disruptor.
