Skims, the shapewear and lifestyle brand founded by Kim Kardashian, is set to open its first brick-and-mortar store in the Middle East, selecting Dubai’s Mall of the Emirates as its entry point into the Gulf’s thriving luxury fashion market. Previously, the brand was available in the region exclusively through a third-party online retailer, Ounass.
Skims enters the UAE amid regional retail growth
The upcoming Dubai store marks a significant step in Skims’ global retail expansion and its ambition to build a brick-and-mortar footprint in key international markets. Known for its body-positive shapewear, loungewear, and minimalistic fashion, the brand has built a strong identity through direct-to-consumer sales and major celebrity endorsements, laying a solid foundation for its physical retail growth.The move signals a broader global strategy, as Skims approaches $1 billion in annual sales, according to Business of Fashion, and positions itself as a dominant force in fashion retail. Co-founder Jens Grede says the goal is to “build the Apple stores of apparel,” targeting high-traffic, premium locations like New York City’s Fifth Avenue, London’s Regent Street, and grade-A malls in key global cities. Dubai fits squarely into this vision, offering both visibility and a luxury-driven, fashion-forward audience.
Why the Gulf makes sense for Skims
The Gulf region has become a hotspot for global fashion investment. High purchasing power, a youthful demographic, and rising interest in inclusive, functional, and branded fashion make it an ideal environment for brands like Skims. Recent data from CBRE Middle East shows an 8.6% rise in retail spending in Dubai during 2024, led by fashion and personal care. The city’s retail sector has rebounded strongly post-pandemic, positioning Dubai as both a regional style capital and a powerful entry point for international expansion.
Inside Skims: The brand and its offerings
Founded in September 2019 by Kim Kardashian and entrepreneur Jens Grede, Skims began as a direct-to-consumer shapewear brand built around inclusivity and body positivity. It has since evolved into a global lifestyle brand offering:
- Shapewear
- Loungewear
- Swimwear
- Menswear
- Intimates
- Activewear
- Everyday essentials
The six-year-old shapewear and swimwear label, is known for its wide range of sizes (XXS to 5XL) and inclusive skin tone offerings, alongside a comfort-first, minimalist aesthetic. This formula has helped the brand build a loyal, global customer base and grow into a fashion force valued at $4 billion as of a 2023 funding round.
Global retail footprint: From the US to the UAE
As of August 2025, Skims operates 22 physical stores across the United States, following an aggressive expansion that saw 16 new openings this year. These include Simon Premium Outlet locations and high-end shopping centers in California, Georgia, Texas, Florida, and New York, as well as a flagship store set to open on Fifth Avenue in early 2025. Internationally, Skims is beginning to scale its physical presence. In addition to the Dubai store, the brand has announced plans to open a standalone flagship in London’s Regent Street in summer 2026, its first company-owned UK location following pop-ups in Selfridges and Harrods. Skims is also preparing to enter Mexico, one of seven new global markets it plans to establish a presence in over the next several months. Details on the Mexico rollout are still emerging but are expected to align with the brand’s premium retail strategy. At this point, the UAE and UK are the only confirmed international locations with permanent, Skims-branded standalone stores. However, the brand maintains a strong presence in top global retailers such as Galeries Lafayette (France), KaDeWe (Germany), Lane Crawford (Hong Kong), and others, though these are not owned-and-operated stores.
