Kim Kardashian’s US shapewear and clothing brand Skims has named Judy Genovese, a former Victoria’s Secret and Ralph Lauren executive, as its new senior director of retail for Europe, Middle East and Africa (EMEA). The appointment comes ahead of the opening of the brand’s first standalone UK store on London’s Regent Street this summer.
Genovese confirmed the news on her profile on the career network LinkedIn. She explained that she was joining the US brand to “build the brand’s European infrastructure from the ground up.”
“Skims is a brand with real momentum and EMEA expansion has only just begun,” added Genovese. “There is a lot to build on and I look forward to leading the retail team.”
Genovese will work closely with EMEA President Robin Gendron, who joined the brand from Michael Kors last summer, as well as the brand’s global retail leadership. She will be responsible for driving in-store performance, expanding into new markets and team development across the EMEA region.
Prior to joining Skims, Genovese served as Client Success Director at StoreForce, a retail workforce management tool. She was previously Director of Stores at luxury brand Ralph Lauren and Associate Vice President – Retail Director for Victoria’s Secret UK and Ireland. In this position, she was responsible for the American lingerie retailer’s market launch and expansion strategies in Great Britain.
Genovese’s appointment follows Skims’ unveiling of innovative hoardings around its first London store on Regent Street. Instead of traditional flat panels, the hoarding has been designed to mimic the smooth, sculpted and elegant finish that is characteristic of the brand’s shapewear. A raised, backlit logo completes the design.
Skims has signed a 10-year lease with The Crown Estate for the store. Although there is no official opening date yet, the brand says it will open in the summer. The flagship store will span 12,000 square feet and will offer an “immersive shopping experience” to showcase underwear, loungewear and shapewear.
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