Kim Kardashian’s Skims brand is expanding its presence with permanent stores across the United States.
The first flagship store is set to open in Georgetown, Washington D.C. on Thursday, June 13, 2024, followed by locations in Aventura, Florida, Austin and Houston, Texas, and Atlanta, Georgia.
Robert Norton, Skims’ chief commercial officer, shared with WWD the rationale behind transitioning the successful online brand into physical retail spaces: “While we have achieved significant success as a digital-native brand, we recognized the importance of establishing deeper connections and relationships with our consumers on a physical level to unlock further growth.”
Regarding the selection of urban locations, Norton elaborated, “We sought out street locations that are known for high foot traffic, strong local customer bases, and appeal to a wide demographic of consumers.
Georgetown’s Main Street exemplifies these qualities.”
Norton emphasized the strategic significance of these initial markets, stating, “These markets provide us with strong foundational positions.”
The decision to trial a store in Austin was part of a comprehensive testing and piloting phase over six months.
Kim Kardashian plays an integral role in the development and management of the flagship stores.
“Kim is actively engaged in shaping both our urban store concept and flagship stores as we refine our physical brand identity,” Norton confirmed.
Looking ahead, Skims aims to establish more than 100 stores in the coming years, guided by customer feedback and market dynamics.
“We anticipate being able to support over 100 stores in the foreseeable future, with customer insights guiding our expansion strategy,” Norton concluded.
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