Skims opens London and Dubai flagships

Skims opened its first standalone UK flagship on Thursday on key London shopping destination Regent Street. Spanning 12,000 sq ft, the company said it’s “a significant milestone in the brand’s international retail expansion”. 

Designed by Rafael de Cárdenas Ltd, the space combines the brand’s signature retail design language with its “most expansive product offering” in the UK. Importantly too, it’s also the brand’s largest retail location in Europe and is a major vote of confidence in London as a shopping hub, despite the fact that London tourist traffic hasn’t recovered post-Covid as well as cities such as Paris and Milan have. 

“London has always been one of the most inspiring fashion cities in the world to me, so opening our first UK flagship on Regent Street feels especially exciting,” said Kim Kardashian, co-founder and chief creative officer.

The store is on a prominent corner site and Skims and Rafael de Cárdenas have created a space that opens with a monumental Vanessa Beecroft sculpture that leads through to interconnected open-plan spaces, featuring curved forms, refined architectural details, tactile materials, and immersive product displays.

Co-founder and CEO Jens Grede said: “Our flagship stores play an important role in how customers experience Skims beyond the product. Opening on Regent Street is a significant milestone for the brand and reflects our continued investment in creating immersive retail destinations in the world’s leading shopping cities.”

Other key openings have included its debut with a flagship in the Dubai Mall flagship this week and the recently announced launch of the brand in India, where its first stores are planned for Delhi and Mumbai. 

The Dubai Mall store covers 6,000 sq ft and introduces a reimagined Skims Bar with integrated seating that’s designed to encourage product discovery and personalised styling. Expansive fitting rooms with dedicated lounge areas aim to further enhance the customer experience, while large-format digital screens, brings the brand’s latest campaigns to life.