BEHIND THE STITCH: ALANI
June 21, 2024
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Kim Kardashian is officially bringing her billion-dollar shapewear empire to the heart of London, as SKIMS gears up to launch its first standalone UK store on the iconic Regent Street by summer 2026. The upcoming flagship will mark a monumental milestone for the brand, establishing its physical footprint in one of the world’s premier fashion capitals and deepening its commitment to global expansion.
Set to occupy the prestigious 245 Regent Street–the former home of Ted Baker, which has remained vacant since the retailer exited the UK market in 2024–the SKIMS store represents a bold new chapter for Kardashian’s growing fashion and lifestyle powerhouse. The brand has secured a 10-year lease from The Crown Estate, joining a portfolio of elite tenants that includes Apple, Burberry, Coach, and other high-end names that define Regent Street’s luxury appeal.
Since launching in 2019, SKIMS has swiftly evolved from a direct-to-consumer shapewear label into a $4 billion global phenomenon. Co-founded by Kim Kardashian and British entrepreneurs Emma Grede and Jens Grede, the brand has gained acclaim for its body-positive ethos, offering inclusive sizing and skin tone options that disrupted the industry norm. Its product line has expanded to include loungewear, swimwear, menswear, and even a kids’ collection, all while maintaining its core values of comfort, fit, and innovation.
The decision to open a permanent store in London follows the brand’s earlier successes in the UK retail scene. SKIMS has enjoyed strong sales through luxury department stores like Selfridges and Harrods, and in 2023, the brand staged a pop-up at Selfridges Corner Shop–an L.A.-inspired poolside activation that drew large crowds and sold out exclusive swim collections. That momentum led to a permanent SKIMS installation at Selfridges and foreshadowed the eventual move toward standalone UK stores.
This upcoming Regent Street flagship is more than just a retail outlet–it’s expected to offer a fully immersive SKIMS experience. While details are still under wraps, insiders suggest the store will include personalized fittings, limited-edition products exclusive to the London location, and potentially tech-enhanced shopping features like AR try-ons or 3D body scanning for perfect-fit shapewear. With the brand’s recent dive into menswear and upcoming children’s offerings, the store will likely cater to a wide demographic, extending far beyond its original female audience.
From a business perspective, this London store signifies the brand’s most serious move into global retail to date. Jens Grede, who oversees SKIMS as CEO, has made it clear that physical retail plays a vital role in the company’s growth strategy. His vision? For SKIMS to become as omnipresent in global cities as brands like Apple or Nike. Indeed, after London, the brand has its eyes on other fashion hubs with potential stores in Paris, Milan, Berlin, and Dubai reportedly under consideration.
SKIMS’ celebrity-fueled momentum also plays a pivotal role in its rising dominance. Worn by the likes of Rihanna, SZA, Serena Williams, and Hailey Bieber, the brand has mastered viral moments and high-profile collaborations. One such collaboration with Fendi in 2021 earned $1 million in sales within minutes. In 2025, the stakes are set to rise even higher with the launch of NikeSkims, a groundbreaking co-branded line of women’s activewear, marking Nike’s first official partnership of this kind.
As construction on the Regent Street store begins later in 2025, anticipation is building for what promises to be one of the most talked-about retail launches in the UK. Industry watchers are already speculating about a star-studded grand opening–with fans hoping to see Kim Kardashian herself cut the ribbon and introduce Londoners to her inclusive fashion empire.
More than just a store, the SKIMS London flagship is a testament to how far a once-niche shapewear brand has come in redefining modern luxury. With a $4 billion valuation and a vision for international ubiquity, SKIMS is not just shaping bodies–it’s shaping the future of global fashion retail.
