Kim Kardashian has made a huge announcement, with the reality star revealing that her Skims brand is opening a string of stores across America.

This exciting announcement follows on from the success of the brand’s pop-up shop in Los Angeles last year. The first store opened on Thursday (June 13) in Georgetown, DC, with subsequent openings planned for Aventura, Florida, Austin and Houston, Texas, and Atlanta, Georgia.

Robert Norton, Skims’ Chief Commercial Officer, shared with WWD the brand’s decision to transition from a successful online presence to physical stores: “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.”

Kim’s brand Skims was launched in 2019 ( 
Image:
Getty Images for SKIMS)

The reality star is said to be very involved with the opening of the stores ( 
Image:

Twitter)
Explaining the choice of these specific urban locations, he said: “We wanted a mix of street locations that were proven street locations with high tourism, great local consumer base, and a very broad demographic of consumers coming in. With that said, Georgetown’s Main Street is one of those streets.”

Norton added: “These markets have really good starter positions for us.” A trial store was launched in Austin to gauge its success.

The businessman revealed: “We’ve been operating in the background and piloting and testing for six months.” Kim Kardashian is reportedly “very involved” in the flagship stores.

He stated: “Kim is very involved in both iterations of the brand [urban stores and flagships] as we further develop who we are physically, and really drive that brand ID.”

And they have ambitious plans to open 100 stores over the coming years. Norton concluded: “Definitely over the next few years, we can support over 100 stores, but the customer will tell us a lot.”

Skims was founded in June 2019 by American media personality, businesswoman Kim Kardashian and Swedish entrepreneur Jens Grede. The popular brand has a focus on body positivity and inclusivity across the brand and practice inclusive sizing. The company was valued at over $4 billion in July 2023.