Skims, the brand co-founded by Kim Kardashian and Jens Grede, is making waves with its latest expansion. The brand has opened its first European pop-up for its Swim line, located in The Corner Shop at Selfridges, London. This move marks the first physical space dedicated to the Swim line in the UK and the first time the collection will be available outside of the US.
The pop-up, open until 8 July, has been given an LA-swimming pool-inspired makeover by long-time brand collaborator Willo Perron of Perron-Toettinger. The space is complete with a diving board, surfboards, and even custom Skims ice creams from Chin Chin Labs.
Jens Grede, co-founder of Skims, is optimistic that this pop-up experience will shape the brand’s future in London, as well as its global expansion. London is a strategic target market for Skims, and the brand plans to open a permanent concession in Selfridges later this year. Furthermore, Skims has its sights set on opening standalone stores throughout Europe within the next three years.
Skims has found tremendous success at Selfridges, and its popularity among UK shoppers has been unmatched. Robert Norton, Skims’ chief commercial officer, describes the partnership with Selfridges as incomparable. Norton envisions Skims becoming a global brand, and he sees Selfridges London as the perfect launching pad for the next phase of growth. In addition to the pop-up experience, Skims plans to expand its permanent concessions at Selfridges as part of its global retail strategy. The brand also plans to open 35 shop-in-shops in the US and internationally this year, leveraging multi-brand partnerships to further fuel its growth.
To learn more about Skims’ pop-up at Selfridges and its plans for expansion, please visit link1 and link2.
