On the Friday night of London Fashion Week, fans gathered outside the new Skims store on Regent Street as co-founders Kim Kardashian and Jens Grede celebrated the opening of the London flagship with a star-studded party. Troye Sivan, Kim Petras, Tems, and Central Cee were among the guests. It’s Skims’s first European flagship and a major milestone as the label continues to invest in retail expansion beyond the US.

“You can only describe texture and fabrics in so many ways through what you post on socials, and I can do so many educational tutorials explaining all of that. But it’s a really different feeling for people to be able to come here, try on the product, stretch it, feel it, see what fits for [them],” Kardashian told Vogue Business at the store. “Even [down to] the design of our store and how we merchandise everything, it’s really important to be able to immerse yourself in our Skims world.”

The 12,000-square-foot flagship, designed by architect Rafael de Cárdenas, is located at 245-247 Regent Street, inside the former Ted Baker store. The space, spread across two floors, features a large sculpture by artist Vanessa Beecroft and racks filled with the entire Skims range, from apparel to underwear. “I remember 20 years ago, driving down the streets of London, everyone had such an individual style,” Kardashian says. “I don’t think I ever dreamed that we would have a store right here.”

Trends across Europe start in London, Grede adds, so it makes sense to begin the brand’s European expansion here. And when the Regent Street store became available, it was the perfect spot—in a prime tourism location, close to flagships from Apple to Alo. “Location, location, location,” Grede jokes, referencing the very British TV property show (he lived in London for many years before relocating to LA in 2017).

Skims—which launched in 2019—is now a $5 billion brand, thanks to the completion of a $225 million capital raise in November 2025, led by Goldman Sachs Alternatives. It’s an impressive five-year trajectory, particularly in a challenging macroeconomic environment where both high street and luxury players are facing serious headwinds.

With celebrity brands, it’s common to assume success is the result of a founder’s sheer reach and cultural power. Kardashian is a major advocate for Skims on her own channels, and alongside this first-person marketing, she creates a constant stream of star-studded creative campaigns for each Skims drop, shared widely on social media. Recent examples include the Everyday Cotton campaign with Hailey Bieber, a NikeSkims drop ad with Olympic gold medalists Jutta Leerdam and Chloe Kim, and a tongue-in-cheek Skims men’s campaign with Will Ferrell as fictional golfing legend Lonnie the Hawk.

But these buzzy moments only get customers to buy once, the founders explain. “Seventy percent of our customers are returning customers today,” Grede says. And their loyalty comes down to the product. “I think that people see the marketing, the campaigns, and the stores, and it’s easy to think that builds a company. But it’s really Kim’s obsessiveness around the product.”

Skims has established itself as a solutions-driven label, with an extensive shapewear and underwear line designed to fit every body type and skin tone, plus a large selection of basics covering many silhouettes and styles that cater to a broad audience. The brand is continuing to invest in new categories and lines. Last month, Skims tapped Supreme’s former longtime head of design Erin Magee as chief design officer—another investment in the product looking ahead. Last year, Grede and Kardashian launched NikeSkims, a new brand created by Skims and Nike that draws on the former’s shapewear expertise and Nike’s performance capabilities.

Kardashian herself often takes to Instagram to demonstrate the fit or feel of the garments, ranging from the tongue-in-cheek but coFrom the commercially successful nipple bra to the latest NikeSkims drop, it’s the stores that truly make the difference. “You can definitely attract a customer with a fun campaign or fun PR packages, but you earn a returning customer when they receive the product and realize how good it is and how different it is from everything else out there,” Kardashian says. “I feel so proud because I think we’ve really excelled at that.”

This is Kardashian’s first visit to the London store, following its soft opening in July. After a day of shows at London Fashion Week, where size inclusivity is lacking, the mannequins in the Skims store really stand out—they are predominantly curvy or mid-size. “I was brought straight up here, and I haven’t had a chance to tour the store yet,” she says. “But I love seeing our sculptures; each store has a unique sculpture. They’re one of a kind, so I want to see up close how grand it is in person. There’s nothing I love more in our stores than seeing all of our bodices with the bras on, all the different skin tones, and all our differently shaped mannequins—that’s what’s cool to me.”

As for future innovations, Kardashian is excited about a new bra coming out “with very specific padding.” “I love that we continue to innovate with our bras and shapewear; we’re always trying different materials,” she says. “All of the core pieces are really important to me.”

After London, the duo have plenty of travel planned for the rest of the year. Grede is heading to Shanghai and Tokyo next week to open two NikeSkims stores. Meanwhile, Kardashian is excited about new Skims store openings in Delhi and Mumbai, planned for early next year. “We’re taking it all over the world,” she says with a smile, “and it’s going to be so much fun.”

Frequently Asked Questions
FAQs Step into the World of Skims Kim Kardashian and Jens Grede Discuss Global Expansion

Beginner Questions

1 What is Skims
Skims is a shapewear and loungewear brand cofounded by Kim Kardashian in 2019 Its known for comfortable sizeinclusive underwear bras and everyday basics

2 Who is Jens Grede
Jens Grede is the cofounder and CEO of Skims Hes a fashion entrepreneur who also cofounded brands like Frame and Good American

3 What does global expansion mean for Skims
It means Skims is growing beyond the US by opening stores and selling in more countries like the UK Europe and the Middle East

4 Why is Skims expanding internationally
To reach more customers increase sales and compete with big global brands The US market is strong but most growth potential lies overseas

5 What products does Skims sell
Shapewear bras underwear loungewear pajamas dresses and menswear The brand is best known for its soft stretchy fabrics and inclusive sizing

6 What does sizeinclusive mean
It means the brand offers a wide range of sizes typically from XXS to 4X so more body types can wear the products

7 Where can I buy Skims outside the US
Through the Skims website select retailers and physical stores in cities like London and soon in the Middle East

Intermediate Questions

8 Why did Skims choose the UK and Middle East for expansion
Both markets have strong demand for shapewear and loungewear high ecommerce usage and customers already familiar with Kim Kardashians brand

9 How does Skims handle different body sizes and preferences in new markets
It adapts sizing and product mixes based on local demand and feedback while keeping its core inclusive sizing philosophy

10 What challenges does Skims face when going global
Supply chain logistics local competition cultural differences in fashion tastes import taxes and managing pricing across countries

11 How does social media help Skims grow globally
Kim Kardashians massive following and viral campaigns give Skims instant visibility in new markets without heavy