SKIMS Building Global Retail Infrastructure

SKIMS is moving from selling cross border demand online to planting local retail and logistics roots in the markets where it already knows customers exist. The important point is that this is not speculative geography. The company already sees 40% of traffic from outside the U.S. and about 20% of online customers overseas, so stores in London and Dubai, plus an EMEA warehouse and localized checkout, are ways to lower shipping friction, improve conversion, and turn intermittent international orders into repeat local shopping habits.1 2

• London is a long term bet, not a pop up test. SKIMS signed a 10 year lease for a 12,000 square foot Regent Street flagship, a format and location used by brands that want tourism traffic, local brand visibility, and enough space to show full category breadth from shapewear to menswear to NikeSKIMS.1 3
• The Middle East buildout follows the same pattern. SKIMS opened a permanent Mall of the Emirates store with Al Tayer Insignia in December 2025 and plans more Dubai stores, which lets it pair a local operating partner with a market that already spends heavily on premium fashion and mall based shopping.1 2
• This is bigger than stores. Hiring Robin Gendron to run EMEA, localizing SKIMS.com, adding a regional warehouse, and using Nike's distribution for Europe, the Middle East, Australia, and Korea shows SKIMS building the back end needed to serve those customers faster and at lower cost, not just marketing to them harder.1 2 4

The next phase is a more local version of SKIMS in each major region, with owned stores, local fulfillment, and partner distribution working together. That should make international demand more predictable, widen category sales beyond core shapewear, and push SKIMS closer to the global retail footprint of a large apparel brand rather than a U.S. led ecommerce label.1 2 4