Kim Kardashian’s Skims brand is set to open its first five stores this summer, WWD reports. The brand, which sells underwear, loungewear and shapewear, has already taken the wraps off its first permanent store in Washington, D.C.’s Georgetown, and it’s to be followed later this summer and fall by locales in Aventura, Fla., Austin, Houston and Atlanta.
The Georgetown store, which spans 3300 square feet, will carry women’s products at first, with plans to introduce men’s to the store in the third quarter.
Skims designed the spaces in partnership with Willo Perron of Perron-Roettinger. The interior is an extension of the brand’s signature rounded edges and glossy surfaces seen in past pop-ups and in their multibrand shop in shops across the globe.
This isn’t Skims’ first step into physical retail. In recent years it has operated several freestanding pop-ups, along with several in collaboration with such retailers as Fendi, Nordstrom, Selfridges.
“We’ve been a very successful digital-native brand, but we knew that in order to unlock the next phase of growth, it was imperative that we engage, connect and really build a deeper relationship with the consumer and potential consumers on a physical level,” Skims’ Chief Commercial Officer Robert Norton told WWD.
When asked how many stores he thinks Skims can support, he said, “Definitely over the next few years, we can support over 100 stores.”