When Kim Kardashian launched shapewear brand Skims in 2019, it was the archetype of a successful modern retail disruptor: a pureplay DTC digital brand that leaned heavily into celebrity and social media influence to achieve rapid growth. The company swiftly built a cult following thanks to Kardashian’s global fame, its inclusive sizing, and high-profile campaigns featuring celebrities and athletes. Fast forward to November 2025, and Skims has hit a $5 billion valuation – not by doubling down on digital, but by pivoting into physical retail.
While most retailers have spent the past decade migrating from bricks to clicks, Skims is reversing the flow. It now operates 18 stores across the US and two in Mexico, with plans for global expansion, including the opening of a flagship UK store in London’s Regent Street next year. It has stated that its goal is to become a “predominantly physical” business – a bold move in an era dominated by digital-first strategies.
Physical retail as an immersive experience
It has also taken its first steps into the activewear market, collaborating with Nike on the NikeSkims range, which sold out within hours of its launch earlier this year. This partnership, as well as the move into physical retail, shows the breadth of Skims’ ambitions as a company. What is clear is that it is betting on immersive, experiential retail as a growth engine.
The fact is that the most successful brands today are omnichannel. Customers expect to browse online, check stock on an app, and pick up in-store without friction – but the true strength of being omnichannel is about far more than just convenience. Consistent experiences across multiple channels build trust; physical stores amplify digital campaigns and vice versa, deepening engagement, while unified data insights power personalisation and smarter inventory planning. It’s no wonder that huge global brands like Nike, Sephora, and Apple, with vast and loyal customer bases, all expertly blend online and offline touchpoints. This is the retail ecosystem that Skims is also looking to emulate.
Global expansion
The new UK flagship is part of that ambition. The UK is Skims’ largest market outside the US, and the store promises an immersive retail experience that complements its online presence. Currently, Skims is available in the UK through concessions at Selfridges and Harrods, but the Regent Street flagship will allow British customers to experience the full brand universe – a move that mirrors strategies by Nike and Sephora, where physical spaces serve as brand theatres.
The company’s strategy so far is working for it. Net sales jumped from $500 million in 2022 to $750 million in 2023, with projections to exceed $1 billion in 2025. While there is some risk attached to the company being so closely linked to Kardashian’s personal brand, a $225 million funding round led by Goldman Sachs Alternatives sealed its $5 billion valuation and showed the strength of investor confidence in its future growth and global expansion.
Much has been written about physical retail being ‘dead’, but as Skims’ transition from cult online brand to global omnichannel retailer proves, bricks-and-mortar stores very much have their place within the retail ecosystem. What’s changed is that they’re no longer mere points of sale, but experience hubs that deepen engagement and build cultural cachet. As Shein and other digital giants eye similar moves, Skims may well be writing the playbook for the next era of retail.
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research. Click here to subscribe to the FREE newsletter sent straight to your inbox. Why not follow us on LinkedIn to receive the latest updates on our research and analysis?
