The Shapewear brand Skims co-founded by Kim Kardashian has appointed Robin Gendron as the first president for Europe, the Middle East and Africa (EMEA). Gendron comes from Michael Kors, where he worked for fifteen years, the last four of them as an EMEA president.
His move to Skims has now been reported by the Business of Fashion (BOF) specialist medium. Jens Grede, co -founder and managing director of Skims, said: “Gendron’s leadership will be crucial to navigate in complex markets.”
The appeal is part of Skim’s international expansion strategy
Under Gendron’s management, Skims will continue the expansion in the EMEA region. According to BOF, the brand is to be launched for several trading partners in Switzerland, Turkey and Scotland. The company has “high expectations of quick scaling” in its EMEA debut. A regional logistics center, which was opened at the beginning of the year, should contribute to this.
Gendron is now to lead the expansion plans of Skims. This includes the openings of the first independent shops of the brand in Dubai and London in 2026. Details on the London location of Skims became known in May. At that time it was confirmed that the brand will open on Regent Street and thus expand the retail range of the shopping street.
These steps are based on a more comprehensive growth strategy for skims, which according to BOF, to enter seven new markets in the next few months. 16 new locations are to be opened in the United States this year, while five new shops are planned in Mexico as part of a franchise agreement.
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