Shapewear and Lifestyle Brand Schemes established by Kim Kardashian, ready to open their first brick-and-neckar store in the Middle East, selects the Mall of Emirates of Dubai, which is its entry point in the Gulf’s rich luxury fashion market. Earlier, the brand was particularly available in the area through a third-party online retailer, Ons.
Skims enter the UAE amid regional retail development
The upcoming Dubai Store marks a significant step in the global retail expansion of the Schims and its ambition to create a brick-and-doer footprint in the major international markets. Known for its body positive shapewear, loungewear and minimal fashion, the brand has created a strong identity through direct-to-consumer sales and major celebrity endorsements, which is a solid basis for its physical retail development.The step indicates a broad global strategy, as the skims reach $ 1 billion in annual sales, according to the fashion business, and ranks itself as a major force in the fashion retail. Co-founder Jens Grad says that the goal is to “manufacture the apple stores of apparel”, which targets high-travel, premium locations such as Grade-A Mall in New York City’s fifth Avenue, London’s Regent Street and major global cities. Dubai fits square in this vision, offering both visibility and a luxury-driven, fashion-forward audience.
Why makes sense to the bay skim
The Gulf region has become a hotspot for global fashion investment. Increasing interest in high purchasing power, a young demographic, and inclusive, functional and branded fashion creates an ideal atmosphere for brands such as skims. CBRE Middle East figures show an 8.6% increase in retail spending in Dubai during 2024, headed by fashion and personal care. The city’s retail region has strongly overturned the post-commentary in the position of Dubai as a powerful entry point for a regional-style capital and international expansion.
Inside the skims: brand and its offerings
Established by Kim Kardashian and entrepreneur Jens Grade in September 2019, Skims began as a direct-consumer shapewear brand built around inclusion and body positivity. It has since developed in the offering of a global lifestyle brand:
- Shapewear
- Loungewear
- swimming costume
- Clothing
- to inform
- ACTVEERAR
- Essential every day
Six-year-old shapewear and swimwear label, a wide range of its size (5xl from XXS) and inclusive skin tone offerings, with a relaxing, minimal aesthetics. The formula has helped the brand to form a loyal, global customer base and has helped grow in a fashion force priced $ 4 billion as a 2023 funding round.
Global Retail Footprint: from US to UAE
By August 2025, the Skims operate 22 physical stores across the United States, after an aggressive expansion that saw 16 new openings this year. These include California, Georgia, Texas, Florida and Simon premium outlet location and high-end shopping centers in New York, as well as a major store for opening on the fifth Avenue in early 2025. Internationally, the skims are beginning to increase their physical appearance. In addition to the Dubai Store, the brand has announced a plan to open a standalone flagship at Regent Street, London in Summer 2026, which is the UK-owned UK location after its first company after pop-up in selfies and harrows. Skims are also preparing to enter Mexico, one of the seven new global markets. It plans to establish appearance in the next several months. Details on the Mexico rollout are still emerging, but the brand’s premium is expected to be aligned with a retail. At this point, the UAE and the UK are the only confirmed international locations with permanent, skim-branded standalone stores. However, the brand tops have a strong appearance in top global retailers such as Gallery Lafiete (France), Cadeway (Germany), Lane Crawford (Hong Kong), and others such as top global retailers, although they are not owned and operated stores.
