Reality TV star Kim Kardashian’s shapewear brand Skims has secured a site to open its first store in the UK next year.
It is understood that Skims will take over the former Ted Baker store on London’s Regent Street in the summer next year, according to The Times.
Skims has signed a 10-year lease for the store with the Crown Estate to take over the site, which has been empty since last August following the collapse of Ted Baker and the closure of its entire store estate.
Skims, which was co-founded by Kardashian and entrepreneur couple Emma and Jens Grede, will take over 245-247 Regent Street in a move that emphasises the brand’s belief in bricks-and-mortar retail.
Jens Grede told the newspaper: “Launching a standalone Skims store on London’s Regent Street is a pivotal step in our global expansion.
“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.”
Crown Estate retail leasing director Laura Thursfield said the announcement “emphasises Regent Street’s position as London’s premier lifestyle destination”.
Skims, which launched under the name Kimono in 2019, has been valued at $4bn (£3.09bn) and has previously said it is eyeing freestanding shops across Europe in cities including Paris, Milan and Berlin, in addition to London. The UK is the brand’s largest market outside the US.
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