Kim Kardashian’s shapewear and swimwear brand Skims has opened its first-ever European pop-up at Selfridges in London.
Selfridges’ Skims Corner Shop pop-up was designed as a summery poolside oasis in close collaboration with the brand’s longtime collaborator Willo Perron von Perron-Roettinger. Springboards and eye-catching palm trees included.
Open until July 8th, the pop-up brings Skims Swim to Europe for the first time. On offer are the brand’s swimwear items, including the signature styles that Skims is known for. Plus, new products are expected every week, from limited-edition swim collections to the latest colors of the season.
“Our customers in Europe have been asking for a Skims pop-up since we launched our first pop-up two years ago,” said Kim Kardashian, co-founder and creative director of Skims, in a statement Monday. ” I am thrilled to be bringing Skims Swim to London for the first time and to conquer The Corner Shop at Selfridges with our most conceptual pop-up experience yet.”
Skims plans freestanding retail locations in the UK and Europe
The Skims Corner Shop is part of the brand’s ongoing partnership with Selfridges. Following the closure of the swimwear pop-up, Skims will open a revamped and expanded permanent Skims shop-in-shop at the London department store later this summer.
Skims also announced an ambitious retail expansion strategy. Standalone stores are set to open across the UK and EU over the next three years, following the success of strong e-commerce and multi-brand operations in the region.
“As we look to establish Skims as a global brand, Selfridges London is the perfect place to start the next phase of the Skims journey with our existing UK customer base,” said Skims CCO Robert Norton. “The pop-up and expansion of our permanent shop-in-shop space at Selfridges laid the foundation for our global retail strategy and we will continue to leverage multi-brand partnerships this year. We plan to open 35 shop-in-shops in the US and internationally.”
Founded in 2019 by Kim Kardashian and Jens Grede, Skims offers lingerie, loungewear, swimwear and shapewear. The brand is sold directly through its own web store and through select partnerships with retailers including Nordstrom, Saks Fifth Avenue, Selfridges, Ssense, Net-a-Porter, Lane Crawford, Holt Renfrew and David Jones.
This translated post previously appeared on FashionUnited.uk.
