Kim Kardashian's Skims launches in Harrods

By

Sandra Halliday

Published
May 17, 2021

Kim Kardashian West’s two-year-old Skims brand is widening its distribution in the UK. But it’s not moving outside of the luxury segment with the label launching in upscale department store Harrods.

It follows the brand’s UK debut last autumn in an exclusive deal with Harrods’ luxe rival Selfridges. It also debuted on Net-A-Porter a few months later.

Harrods will stock the core range of underwear, shapewear and loungewear including the Cozy and Cotton collections. It will also be the exclusive UK retailer to stock the kids’ Cozy collection. This childrenswear line offers six styles and five colours for age three up to age 14.

The company sees itself as a strong solution for transitional dressing and also a sector disruptor with a “new approach to enhancing, never flattening, your natural shape”. Its products are made from proprietary, “performance-level fabrics”. It features more than 200 styles, including shape-sculpting waist trainers and bodysuits, plus loungewear items and knit tanks.

Last year’s debut with Selfridges was the first time the size- and skin-tone-inclusive line had been available outside of America. After its launch in 2019, the label had seen strong sales in its domestic market and saw its webstore crashing on launch day due to heavy traffic to the site.