What's Happening?
Skims, the shapewear brand led by Kim Kardashian, has appointed Robin Gendron as its first president for Europe, the Middle East, and Africa (EMEA). Gendron, who previously served as president of EMEA at Michael Kors, will oversee Skims' expansion in the region. The brand plans to enter several retailers across Switzerland, Turkey, and Scotland, including Swiss department store Globus and the luxury chain Beymen in Turkey. This move is part of Skims' aggressive global rollout, which includes opening 16 new locations in the U.S. this year and entering seven new markets over the next few months.
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Why It's Important?
The appointment of Robin Gendron marks a significant step in Skims' global expansion strategy. By entering the EMEA market, Skims aims to capitalize on the growing demand for shapewear and lifestyle apparel in these regions. The expansion is expected to enhance the brand's international presence and drive revenue growth. For the U.S. market, the opening of new locations signifies Skims' commitment to strengthening its domestic footprint, potentially increasing its market share and consumer base.
What's Next?
Skims is set to open standalone stores in Dubai and London by mid-2026, with the London location debuting on Regent Street. The brand's expansion strategy includes launching its first regional warehouse earlier this year to support rapid scaling. As Skims continues to grow, it may face challenges in navigating complex markets, but Gendron's leadership is expected to be instrumental in overcoming these hurdles.
