Skims plants its flag on Regent Street

Skims has opened its first UK standalone flagship store in London, taking a 12,000 square foot space on Regent Street, one of the world's most prominent shopping thoroughfares, according to CPP-Luxury. The opening marks a significant physical retail push for the Kim Kardashian and Jens Grede-founded shapewear and loungewear brand, which has built its reputation primarily through direct-to-consumer sales, celebrity-driven marketing and high-profile collaborations. A flagship of this scale on Regent Street signals ambitions to establish Skims as a permanent fixture in premium London retail rather than a US import selling mainly online.

The store opening comes as speculation builds over a possible return to beauty for the brand. Cosmetics Business reported that eagle-eyed fans believe Kardashian may be teasing the relaunch of a Skims beauty line through recent fabric and product hints, though nothing has been officially confirmed. Skims previously operated in the beauty space, and a renewed push there would extend the brand's now-familiar playbook: leverage founder-driven cultural relevance and scarcity marketing to move quickly into adjacent categories.

For Regent Street and the broader London retail scene, the flagship adds to a run of major international brands committing physical capital to the street despite years of concern about high street footfall and rents. Skims choosing London ahead of other European capitals for its first standalone store outside the US suggests confidence in UK consumer appetite for the brand, and will be watched as a signal of how founder-led American labels plan to scale internationally through experiential retail rather than wholesale.

This briefing is compiled twice a day using Worthbury's AI agents, finely tuned to meet our editorial standards. While we test and review their work, mistakes can sometimes happen. See exactly how it works.