SKIMS: Kim Kardashian’s Billion-Dollar Empire Makes Its Permanent UK Debut on Regent Street

In a move that marks a significant milestone for one of fashion’s fastest-rising brands, SKIMS has officially secured its first standalone store in the United Kingdom. The flagship will open on London’s iconic Regent Street in summer 2026, occupying a substantial 12,000 sq ft space at 245-247 Regent Street—the former home of Ted Baker. This announcement, building on teasers from late 2024 and early 2025, cements SKIMS’ commitment to the British market following successful pop-ups and partnerships.

The timing feels deliberate and strategic. Earlier in 2026, SKIMS collaborated with Nike on a high-profile pop-up at Selfridges on Oxford Street, showcasing their Spring 2026 Ballerina Collection. The limited-time activation featured ballerina-inspired activewear, performance silhouettes, and exclusive pieces like the Nike SKIMS Rift Satin footwear, drawing crowds and generating buzz across London’s retail scene.

This pop-up served as a natural bridge, testing demand and building anticipation for a full-fledged retail presence. For a brand that began as a direct-to-consumer disruptor in shapewear, the leap to physical retail in one of the world’s premier shopping destinations signals maturity and ambition.

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SKIMS was co-founded in 2019 by Kim Kardashian, alongside entrepreneurs Jens Grede and Emma Grede. What started as a solution to a personal frustration—shapewear that actually fit diverse body types and came in a wide range of skin tones—quickly evolved into a cultural phenomenon. The brand’s original name, “Kimono,” faced backlash over cultural appropriation concerns, leading to a swift rebrand to SKIMS. This early pivot demonstrated the team’s agility and commitment to inclusivity.

From day one, SKIMS emphasized “solutions for every body.” The inaugural collection in September 2019 included bodysuits, bras, slips, and more in an expansive size range (XXS to 4XL or beyond in many styles) and multiple nude shades. Marketing leaned heavily into authenticity: unretouched photos, diverse models, and Kardashian’s own unfiltered promotion via social media. The brand sold millions of units in its first year, riding a wave of body positivity conversations while delivering high-quality, comfortable garments that felt like a second skin.

Valuation milestones tell the story of explosive growth. By 2021, SKIMS hit unicorn status at $1.6 billion. Further funding rounds pushed it to $3.2 billion in 2022 and $4 billion by mid-2023 after a $270 million Series C. Recent reports suggest it has climbed toward or beyond $5 billion, with annual revenue surpassing $700-750 million and projections to exceed $1 billion in 2025.

What sets SKIMS apart is its expansion beyond core shapewear. The brand pivoted into loungewear during the pandemic with the Cozy Collection, capitalizing on stay-at-home demand. It launched swimwear, menswear (featuring athletes like Neymar Jr. and NBA stars), and even ventured into performance wear. Collaborations have been masterful: partnerships with Fendi, Dolce & Gabbana, The North Face, and most notably Nike have kept the brand culturally relevant and expanded its addressable market.

SKIMS’ aesthetic—minimalist, sculptural, and sensual—resonates across demographics. It’s not just underwear; it’s a lifestyle brand that promises confidence through fit and fabric innovation. Signature buttery-soft materials, seamless construction, and thoughtful details like bonded edges have earned cult followings.

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Early success was almost entirely direct-to-consumer via skims.com, with strategic wholesale partnerships. SKIMS entered Nordstrom in the US and Selfridges in the UK in 2021, allowing customers to try products in person—a key conversion driver for intimates.

Pop-ups followed: immersive, Instagram-worthy installations in major cities. The brand opened its first permanent flagship in New York (with others in cities like Chicago and Georgetown, D.C.), featuring clean, neutral palettes, curved architecture, and tactile displays that invite exploration. Interiors often include mannequins in gradient skin tones, soft lighting, and fitting rooms designed for comfort and privacy.

The UK journey mirrors this progression. SKIMS first entered Europe with a Selfridges pop-up in 2023, followed by more activations. The 2026 NikeSKIMS Ballerina pop-up at Selfridges built directly on that momentum, blending athletic performance with SKIMS’ signature sculpting.

The Regent Street flagship represents a deeper commitment. A 10-year lease with The Crown Estate underscores confidence in the location. Regent Street, managed largely by The Crown Estate, is a historic yet vibrant destination blending luxury, accessibility, and foot traffic from tourists and locals alike. Laura Thursfield, retail leasing director at The Crown Estate, highlighted how SKIMS enhances the street’s diversity and appeal.

Robert Norton, SKIMS Chief Commercial Officer, echoed the excitement: “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.”

The store will stock the full range: shapewear, loungewear, swim, menswear, and active pieces. Renovations are already underway, and the brand is hiring senior leadership in people & culture, operations, customer experience, and view merchandising—signaling a substantial investment in local talent and operations.

why

The UK represents a natural expansion for SKIMS. British consumers have embraced body-inclusive brands, with growing demand for comfortable yet stylish everyday wear post-pandemic. London’s status as a fashion capital, combined with strong e-commerce penetration and influencer culture, aligns perfectly with SKIMS’ model.

Kim Kardashian’s personal popularity in the UK—fueled by The Kardashians reality show, social media, and high-profile visits—provides built-in awareness. The Selfridges partnerships have already introduced the brand to a discerning audience that values quality and innovation.

Economically, the timing is astute. While retail faces challenges, experiential flagships thrive. SKIMS stores are destinations: places to browse, try on, and engage with the brand story. The 12,000 sq ft scale allows for zoned experiences—perhaps dedicated areas for NikeSKIMS, menswear, or limited drops—creating reasons for repeat visits.

Competitively, SKIMS differentiates from traditional shapewear (like Spanx) through modern aesthetics and from fast-fashion loungewear through premium feel and inclusivity. In the UK, it will compete with brands like Gymshark, Lululemon, and high-street players, but its celebrity cachet and product innovation give it an edge.

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This UK debut is part of a larger retail rollout. SKIMS aims for 15-20 international flagships in key hubs like Paris and Hong Kong. Physical retail complements DTC dominance, driving brand awareness, higher average order values through discovery, and valuable customer data.

Sustainability and innovation remain focus areas. The brand continues to invest in fabric technology, size expansion, and responsible sourcing. Collaborations like NikeSKIMS push boundaries into performance, potentially capturing athleisure market share.

Culturally, SKIMS has influenced conversations around beauty standards, representation, and entrepreneurship. Kim Kardashian’s transition from reality star to business mogul (with SKIMS as a cornerstone alongside KKW Beauty and other ventures) inspires many. Critics sometimes question celebrity brands, but SKIMS’ metrics—retention rates, revenue growth, and cultural staying power—validate its substance.

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While full details are under wraps, expect SKIMS’ signature minimalist luxury. Neutral tones, sculptural fixtures, and an emphasis on tactile shopping. Fitting rooms will likely be generous and well-lit. Events, launches, and personalized styling could make it a West End hotspot.

For London shoppers, it means easier access to bestsellers like the Fits Everybody collection, sculpting bodysuits, and cozy sets—plus potential UK-exclusive drops or faster shipping integration.

The summer 2026 opening aligns with peak tourist season, maximizing initial impact. Hoardings and teasers are already building hype.