Kim Kardashian recently celebrated the opening of the first Skims location in Europe, situated in the heart of London. The event marked a significant milestone for the seven-year-old brand as it moves into massive physical retail spaces.
Skims' roadmap to 100 global stores by 2027
The expansion into London represents a major pivot for the brand's physical footprint . According to WWD, Skims plans to expand its retail presence significantly, aiming to have more than 100 stores operating globally by the year 2027. This move follows years of digital-first dominance, signaling a shift toward becoming a traditional retail powerhouse.
The new London flagship occupies a massive 12,000-square-foot space, providing a scale that allows for more than just clothing racks. This level of investment suggests that the brand is looking to create immersive environments rather than simple points of sale, a trend we've seen with other major celebrity-led labels moving into the luxury and lifestyle sectors.
Burgers, martinis, and house music at the London launch
The launch event in London felt less like a traditional retail opening and more like a high-energy block party.. as WWD reported, guests were treated to a menu of salty French fries and greasy burgers, paired with gin tonics and martinis to keep the energy high.
A DJ provided a soundtrack of house music while guests navigated the large space. Instead of immediately perusing the latest Skims collections, many attendees gathered near the entrance to admire a large-scale faux marble sculpture modeled after Greek statuary . This choice of decor highlights the brand's move toward a more elevated, aesthetic-driven lifestyle identity that goes beyond simple shapewear.
The tan midi dress that drew the London crowds
Kim Kardashian made a grand entrance that immediately captured the attention of the gathered fans. She arrived wearing a formfitting tan midi dress that featured intricate lace-up grommet detailing.
The appearance triggered a massive reaction from the crowd , which had been waiting behind crash barriers to catch a glimpse of the founder. The moment was marked by a storm of camera flashes as Kardashian moved through the crowd to shake hands with guests, reinforcing the celebrity-driven magnettism that remains at the core of the Skims brand.
Which European cities will follow the London debut?
While the London opening is a landmark moment, the brand's next moves remain unconfirmed. The report identifies this as the first Skims location in Europe, but it does not specify which other major cities are next on the expansion list.
There are also questions regarding how the brand will maintain its cult-like digital engagement while managing such a massive physical expansion. As Skims scales toward its 100-store goal, the industry will be watching to see if the brand can translate its online hype into consistent, long-term brick-and-mortar success across different international markets.
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