SKIMS Pivot to Physical Retail

SKIMS is moving from a brand that mainly converted online hype into website orders into one that also monetizes foot traffic, tourist shopping, and wholesale discovery. Physical stores let SKIMS turn drops into in person events, show more categories at once, and solve the hardest part of shapewear retail, which is fit. That matters because shoppers often want to touch fabric, compare compression, and try sizes before buying.

• The store base is no longer experimental. By late 2025, SKIMS had 18 U.S. stores and 2 franchise stores in Mexico, then added a 6,500 square foot Chicago flagship in February 2026 and signed a 10 year lease for a 12,000 square foot Regent Street flagship in London for summer 2026.
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• Wholesale is part of the same retail shift. SKIMS is sold through select Nordstrom, Saks, Selfridges, Harrods, and other department stores, which gives it branded floor space and pickup demand without paying for every store buildout itself. Selfridges moved from an exclusive launch and pop ups into dedicated in store SKIMS space.
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• The reason this works for SKIMS is category breadth. A shopper can come in for shapewear, then leave with loungewear, mens basics, or NikeSKIMS product. That makes each store more productive than a single category intimates shop, and it turns celebrity driven brand awareness into repeat local shopping habits.
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The next phase is a global flagship network tied to major wholesale doors and product launches. That pushes SKIMS closer to the playbook of a scaled apparel brand, where owned stores drive brand theater and full margin sales, while department store placements widen reach and feed new customers into the ecosystem.