Skims Eyes $1 Billion in Sales Amid Global Expansion
Los Angeles, CA — In just six years since its inception, Kim Kardashian’s shapewear brand, Skims, is rapidly transforming into a diverse global fashion powerhouse, with projections indicating revenues will surpass $1 billion by 2025. The brand, which launched in 2019, has successfully entered the intimates market during a time when traditional players, such as Victoria’s Secret, were struggling to maintain market share, while newer direct-to-consumer challengers arose, focusing on comfort and inclusivity.
Skims has achieved a remarkable compound annual growth rate of 37% from 2022 to 2024, thanks to its commitment to product development. Core collections, including the popular “Fits Everybody” line, were meticulously crafted to prioritize fit and comfort beyond just celebrity endorsement. The brand’s marketing strategy has evolved to emphasize the functionality and everyday application of its products, featuring collaborations with athletes and pop culture icons, such as NBA star Shai Gilgeous-Alexander and K-pop sensation Rosé.
Physical store openings are a key part of Skims’ growth strategy, with 16 new locations planned in the U.S. this year alone, including a flagship store in Chicago. Internationally, Skims is targeting markets in Mexico, London, and Dubai, utilizing a blend of direct ownership and local partnerships. The brand is also expanding its wholesale presence, recently adding stockists in Switzerland, Scotland, Turkey, and Italy, bringing its total points of sale to 57 worldwide, with nearly half of its web traffic coming from international consumers.
By effectively addressing consumer needs, especially in sizing and skin tone, and maintaining cultural relevance, Skims is positioning itself for long-term success, avoiding the pitfalls that have plagued some competitors in the rapidly changing fashion landscape.
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