Kim Kardashian's Skims hits UK with Selfridges exclusive

By

Barbara Santamaria

Published
Oct 5, 2020

Skims, the inclusive “solutionwear” brand founded and advertised by Kim Kardashian West, has launched in the UK.

Available to shop for the first time outside of America, the launch is part of an exclusive distribution deal with high-end department store Selfridges.

The range includes over 200 styles, from shape-sculpting waist trainers and bodysuits to sporty loungewear and knit tanks.

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Despite early backlash over its original ‘Kimono’ name, the rebranded shapewear brand has proved to be a golden formula for the American reality TV star. Founded in 2019 after Kardashian became frustrated with the lack of shapewear and underwear options available and couldn’t find anything that offered the right support, coverage or shade, Skims carries sizes XXS- 5X and nine tonal colourways.

In the US, the brand has sold out of several styles, colours and sizes since its launch in September, and consumer traffic caused the Skims site to crash on the first day of going live.

Speaking about the UK launch, Kim Kardashian West said: “Selfridges are known for their incredible fashion mix – making it the perfect place for UK based customers to discover Skims.”

The range is now available on Selfridges.com as well as in the retailer’s stores in London, Birmingham and Manchester.