Kim Kardashian's brand, Skims, bolsters its European presence with a fresh recruit joining the leadership team.
Skims, the innovative and inclusive shapewear and apparel brand co-founded by Kim Kardashian in 2019, is set to strengthen its global footprint with a strategic expansion in Europe, the Middle East, and Africa (EMEA).
The brand's growth strategy involves establishing a robust retail presence through the opening of standalone flagship stores, entering prominent retailers across key countries, and leveraging regional logistical infrastructure to enable rapid scaling.
Robin Gendron, a seasoned retail executive with 15 years of experience at Michael Kors, has been appointed as the President of EMEA at Skims. His extensive expertise, particularly his four-year tenure as President of EMEA at Michael Kors, positions him ideally to navigate the complexities of multiple diverse markets and spearhead Skims' expansion in the region.
Gendron's leadership is seen as crucial in scaling and managing Skims' operations effectively in EMEA. By the end of 2025, Skims expects to be distributed through a growing network of multi-brand vendors across the region, including Switzerland, Turkey, and Scotland. Notable retail partners include Swiss department store Globus and luxury Turkish chain Beymen.
Skims' physical retail presence will be bolstered with the opening of its first standalone stores in Dubai and London by mid-2026. The London flagship store will occupy a significant 12,000 sq ft space on Regent Street, a prominent retail location.
Jens Grede, co-founder and CEO of Skims, comments on the company entering the next phase of global growth, stating that Robin Gendron's leadership will be instrumental in driving expansion.
In addition to physical retail expansion, Skims is also localising its website for different European markets. The brand has already made a mark in the US, with several permanent store locations and distribution through prestigious retailers worldwide. Skims' products, which range from underwear and loungewear to shapewear, are valued at over $4 billion as of mid-2023.
Skims' commitment to innovation and inclusivity is reflected in its product offerings, with shapewear designed to enhance curves and underwear that can stretch to twice its size. The brand also recently added a men's range of underwear and other apparel essentials in 2023.
This strategic move is part of Skims' broader global growth initiative, which also includes opening 16 new stores in the US this year and entering five new franchise-operated locations in Mexico. The evolution from primarily direct-to-consumer sales to a stronger brick-and-mortar retail presence in strategic locations like Dubai's Mall of the Emirates signals Skims' aim to increase brand visibility and accessibility in luxury shopping destinations globally.
Sources: [1] Business of Fashion [2] Fashion United [3] WWD [4] Glossy [5] Retail Dive
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