Skims, the $4 billion shapewear and swimwear brand co-founded by Kim Kardashian, is set to open its first standalone UK store next summer on London’s Regent Street — one of the capital’s most prestigious shopping destinations.
The Los Angeles-based label will take over 245–247 Regent Street, the former home of Ted Baker, which has stood empty since the fashion retailer’s collapse and subsequent closure of its UK stores in 2023.
Skims, which already sells through premium UK stockists including Selfridges and Harrods, has agreed a ten-year lease with The Crown Estate — a clear vote of confidence in the future of physical retail in the UK.
Jens Grede, Skims’ chief executive and co-founder alongside Kardashian and his wife Emma, described the move as “a pivotal step in our global expansion”. He added: “This iconic location allows us to forge a deeper, more personal connection with our UK customers, delivering the full Skims experience in a world-class retail destination with authenticity and vision at the heart of our brand.”
The London flagship will offer the full Skims range, which has resonated strongly with Kardashian’s global fanbase and fashion-forward consumers. The brand hit $750 million in revenue in 2023 and was valued at $4 billion following a successful funding round.
The business — which has hinted at an IPO in the near future — has grown rapidly since launching in 2019, opening permanent locations in the US and signalling plans for a broader European rollout. Grede told The Times last year that London, Paris, Milan and Berlin were all being considered for standalone Skims boutiques, with the UK already representing its largest international market.
Kim Kardashian, who first rose to fame with Keeping Up With the Kardashians, was named a billionaire by Forbes in 2021 thanks to a portfolio that includes Skims, KKW Beauty, property ventures and brand endorsements.
Laura Thursfield, retail leasing director at The Crown Estate, welcomed the addition to the area, noting: “Skims’ arrival reinforces Regent Street’s position as London’s premier lifestyle destination, bringing global fashion leaders to the heart of the West End.”
With Skims’ London launch on the horizon, the brand’s UK fans can expect a fully immersive retail experience — and a new high-profile player on Britain’s most iconic shopping street.
