In Pictures: Kim Kardashian’s SKIMS launches swimwear pop-up in London

SKIMS, the American shapewear, underwear, clothing and swimwear brand co-founded by Kim Kardashian and Jens Grede in 2019, has launched a SKIMS Swim pop-up within Selfridges Corner Shop concept in London, set to run from 12 June – 8 July 2023.

The pop-up is part of a continued partnership between SKIMS and Selfridges, and off the back of it the brand will open a redesigned and expanded permanent SKIMS shop-in-shop space within the department store later this summer.

With a "strong" e-commerce and multi-brand business in the UK and Europe, SKIMS has also revealed “plans to expand into free standing stores across the UK and EU territories within the next three years”.

A European pop-up first for SKIMS, which follows on from a pop-up in New York in May, the new Selfridges Corner Shop space has been transformed into “a summer Los Angeles poolside oasis, featuring spectacular diving boards and eye-catching palm tree structures". Customers can also indulge in the custom SKIMS ice cream treats by Chin Chin Labs while they shop.

Jens Grede, Co-founder and CEO of SKIMS, said: “I’m thrilled to open our first international pop-up experience at the iconic Selfridges Corner Shop. We expect demand and buzz to be high as this is the first time SKIMS Swim (which was launched in spring 2022) will be available in retail outside of the US.

“The pop-up experience will set the tone for the future of SKIMS in London, as the cultural and fashion destination is a key market for our global expansion.”

Robert Norton, Chief Commercial Officer at SKIMS, added: “As we look to establish SKIMS as a global brand, Selfridges London is the optimal starting point for the next phase of SKIMS journey with our existing customer base in the UK and unparalleled business at Selfridges to date.

“The pop-up experience and expansion of our permanent shop-in-shop space at Selfridges set the framework for our global retail strategy, and we will continue to leverage multi-brand partnerships this year as we plan to open 35 shop-in-shops in the US and internationally.”

Bosse Myhr, Selfridges Director of Womenswear & Menswear, said: “We are extremely excited to welcome SKIMS Swim to the Selfridges Corner Shop, continuing to build on our long-standing relationship with the brand. We know our customers love SKIMS product and its distinct point of view.

“We are looking forward to Selfridges customers being the first to explore the SKIMS Swim collection in Europe, with an extraordinary shopping experience that will get everyone in the mood for summer.”

The vibrant shop features an assortment of SKIMS Swim essentials for the season, including SKIMS Swim signature cuts in multiple coverage levels “for all your needs in the water and beyond”.

Throughout the month-long pop-up, customers will be able to shop new products every week, from limited-edition swim collections to the latest seasonal colourways.