Kim Kardashian’s shapewear brand Skims opened its first flagship in New York City on Wednesday.
Located near Rockefeller Center, on the corner of Fifth Avenue and 52nd Street, the store occupies 6,570 square feet. It marks Skims’ sixth store — and the largest shop yet.
The brand, which began as a direct-to-consumer operation, expanded into a variety of wholesale retail partnerships before launching its first brick-and-mortar location in Washington, D.C. earlier this year.
“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,” Jens Grede, Skims co-founder and CEO, said in a statement.
The three-story space, brought to life by design studio Rafael de Cárdenas, “perfectly embodies our brand and elevates the customer experience,” said Kardashian.
The store will feature the brand’s full product range, including shapewear, underwear and loungewear, as well as its holiday and exclusive collections, such as recently launched collaborations with Dolce & Gabbana and The North Face. It will also stock new product drops every month.
Skims raised a $270 million Series C round last July, valuing the brand at $4 billion. Talk has swirled that the label is headed towards an IPO, but Grede dismissed those rumours in an interview with WWD.
“Both of us would say we are enjoying our time right now,” he said. “We might make that position in the future, but that’s not what I’m thinking about.”
Learn more:
The BoF Podcast | How Skims and On Create Cultural Relevance
Skims co-founder Jens Grede and On co-founder David Allemann joined BoF founder and CEO Imran Amed at BoF VOICES 2024 to share how they are building culture-shaping brands rooted in product innovation.
