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It was only a matter of time before Kim Kardashian’s underwear empire found its way to the UK. Since launching in 2019, the reality star’s underwear and shapewear brand Skims has grown to become a mammoth $4 billion dollar company. It has run campaigns with British icons Kate Moss, Charli XCX and Jude Bellingham, hosted London pop-ups and opened concessions at both Harrods and Selfridges. Now, it’s officially launching its first permanent store this side of the Atlantic.
Co-founded by Kim Kardashian and Jens Grede, Skims has agreed a 10-year lease on Regent Street with the Crown Estate. The brand will set up shop in the former Ted Baker store at 245-247 Regent Street, which has been empty since Ted Baker went bust last year. It’s due to open its doors in summer 2026.
Laura Thursfield, Retail Leasing Director at The Crown Estate, said: ‘Welcoming Skims in its first foray into the UK bricks-and-mortar market is an exciting moment for The Crown Estate. Emphasising Regent Street’s position as London’s premier lifestyle destination, the arrival of Skims highlights the area’s sustained attractiveness for global brands.
‘This opening will enhance the diversity of The Crown Estate’s wider retail and leisure offering, boosting both footfall and commercial activity in the West End by driving different audiences towards the world-class destination that is Regent Street.’
Robert Norton, the chief commercial officer at Skims, added:‘Opening our first UK store on London’s iconic Regent Street is a landmark moment for SKIMS. Its global prestige and vibrant history make it the perfect setting to debut our immersive retail experience.’
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