Kim Kardashian’s shapewear brand, Skims, has made a significant move in the retail landscape by opening its first flagship store in New York City on December 11, 2024. Conveniently situated at the intersection of Fifth Avenue and 52nd Street, close to Rockefeller Center, this store is not only a bold statement for the brand but also signifies its growth and ambition in the competitive fashion market.
The new flagship store spans an impressive 6,570 square feet, making it Skims’ largest location to date. This store is the culmination of the brand’s journey from a direct-to-consumer startup to a well-recognized name with a physical presence in the retail world. Since its inception, Skims has thrived through online sales and partnerships with various wholesale retailers. This flagship marks the brand’s transition into brick-and-mortar operations, following the success of earlier efforts that included pop-up events and collaborations with established retailers.
In a statement regarding the store’s launch, Jens Grede, co-founder and CEO of Skims, expressed the brand’s vision of physical stores being essential to its growth strategy. He stated, “From the brand’s inception, we envisioned physical stores as an integral part of our business model. The success of our pop-ups and partnerships with trusted retail partners allowed us to refine our approach and learn what truly resonated with our customers.” This reflection illustrates a thoughtful approach to expanding the Skims brand, focusing on customer interaction and experience.
The flagship store was designed by Rafael de Cárdenas, a name synonymous with modern design aesthetics. Kardashian describes the space as one that “perfectly embodies our brand and elevates the customer experience.” This attention to design demonstrates Skims’ commitment to creating an inviting and innovative retail environment that aligns with its product offering.
Inside the store, customers can expect to find the complete range of Skims products, which includes shapewear, loungewear, and underwear. What sets this location apart is its offering of holiday collections and exclusive collaborations. For example, the store is set to feature recently launched collections in partnership with luxury brands such as Dolce & Gabbana and The North Face. Monthly product drops will ensure that the inventory remains fresh and attractive for repeat visits.
Financially, Skims has seen substantial growth, with a reported $270 million raised during its Series C funding round last July. This funding has elevated Skims’ valuation to $4 billion, solidifying its position in the fashion market. However, speculation regarding an Initial Public Offering (IPO) persists. Grede addressed these rumors, emphasizing that he and Kardashian prefer focusing on their current business rather than an IPO, stating, “Both of us would say we are enjoying our time right now.”
The Skims flagship store in New York City not only represents the brand’s growth trajectory but also showcases its ability to connect with consumers in a post-pandemic shopping environment that values experiential retail. With a focus on innovation and customer engagement, Skims sets itself apart in a crowded market. This flagship store may serve as a blueprint for future expansions, combining the brand’s strengths in product development with dynamic customer experiences.
In conclusion, Skims’ first official flagship store in New York City is a milestone both for the brand and for the fashion retail landscape. By creating a space that is not only a storefront but also a customer experience zone, Skims reinforces its commitment to its audience while paving the way for further growth and innovation.
