Skims, the wildly popular shapewear line co-founded by Kim Kardashian and Jens Grede, opened its first European pop-up at Selfridges Corner Shop today (12 June 2023). The launch marks the brand’s first dedicated physical retail experience in the UK, as well as the first time its swim range will be available to buy in Europe.
The brand will be present in Selfridges’ Corner Shop, which has previously hosted pop-ups from brands including Loewe and Louboutin, and artists such as Elton John, until 8 July. Designed as a blank space for brands to transform in their image, Skims has enlisted long-time collaborator Willo Perron, of Perron-Toettinger, to turn the Corner Shop into a vision of LA poolside relaxation. Expect diving boards, palm tree-inspired décor and, of course, enough swimwear to see you through many a pool party.
In celebration of the glorious summer ahead, customers will be treated to custom Skims ice creams from Chin Chin Labs while they browse collections that will be refreshed weekly with the brand’s latest colourways and silhouettes.
“I’m thrilled to open our first international pop-up experience at the iconic Selfridges Corner Shop. We expect demand and buzz to be high as this is the first time Skims Swim will be available in retail outside of the US,” says Jens Grede, Skims’ co-founder and CEO. “The pop-up experience will set the tone for the future of Skims in London, as the cultural and fashion destination is a key market for our global expansion.”
The pop-up is the first stage in Skims’ plans to expand its physical retail presence in the UK and Europe over the coming years, with a permanent Selfridges concession set to open later this year. Planning to visit? Expect demand to be high. A similar pop-up hosted in New York in May 2023 saw shoppers wait in queues of up to two hours every day.
“We are extremely excited to welcome Skims Swim to the Selfridges Corner Shop, continuing to build on our long-standing relationship with the brand,” added Selfridges director of womenswear and menswear, Bosse Myhr. “We know our customers love Skims product and its distinct point of view. We are looking forward to Selfridges customers being the first to explore the Skims Swim collection in Europe, with an extraordinary shopping experience that will get everyone in the mood for summer.”
Skims Swim at Selfridges Corner shop runs from 12 June – 8 July 2023, visit selfridges.com