Kim Kardashian’s shapewear brand Skims has officially opened its first standalone UK store.
The 12,000 sq ft Regent Street flagship is the retailer’s largest store in Europe and carries its most extensive UK product range to date.
Located at 245–247 Regent Street, on the former Ted Baker site, the shop spans a prominent corner unit in London’s West End. Property adviser Cushman & Wakefield previously said the site had been secured as Skims’ first European flagship.
The store stocks the brand’s underwear, shapewear, loungewear, menswear and accessories, alongside seasonal launches and products from its NikeSkims partnership.
Designed by Rafael de Cárdenas, the flagship features interconnected open-plan rooms, curved architectural forms, textured materials and immersive product displays.
Customers are greeted by a large sculpture from artist Vanessa Beecroft on entering the shop.
Skims co-founder and chief creative officer Kim Kardashian said London had long been one of the fashion cities that inspired her and described the Regent Street opening as an important moment for the company.
Chief executive Jens Grede said the brand’s flagships were designed to allow shoppers to experience Skims beyond its products, adding that the London store reflected its investment in major global shopping destinations.
Skims accelerates global store rollout
The opening forms part of a significant expansion of Skims’ UK presence, having previously reached British shoppers primarily through its ecommerce platform, temporary activations and wholesale partners including Selfridges and Harrods.
Its move onto Regent Street also places the digitally native brand alongside international retailers including Apple, Burberry, Coach, Lululemon and Mulberry, as online-first fashion businesses increasingly invest in prominent physical stores to build awareness and offer customers a wider brand experience.
The London launch forms part of a broader international push by Skims, which is also opening a flagship at Dubai Mall and has announced plans to enter India with stores in Delhi and Mumbai.
Founded by Kardashian and Grede in 2019, Skims began as a direct-to-consumer shapewear business before expanding into underwear, clothing, swimwear, loungewear and menswear.
The company said the Regent Street flagship represented a “significant milestone” as it continues to develop its physical retail footprint outside North America.
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