What's Happening?
Skims, the shapewear brand led by Kim Kardashian, has appointed Robin Gendron, a veteran from Michael Kors, as its first president for Europe, the Middle East, and Africa (EMEA). Gendron, who has 15 years of experience at Michael Kors, will oversee Skims' expansion in the region, including the launch of standalone stores in Dubai and London by mid-2026. The London store will be located on Regent Street, a prominent shopping area. Skims plans to enter several retailers across Switzerland, Turkey, and Scotland, including Swiss department store Globus and luxury chain Beymen in Turkey. The company aims for rapid scaling in the EMEA region, supported by the establishment of its first regional warehouse earlier this year.
Why It's Important?
The appointment of Robin Gendron marks a significant step in Skims' global expansion strategy, particularly in the EMEA region. This move is expected to enhance the brand's presence in international markets, potentially increasing its market share and consumer base. The expansion into prestigious shopping districts and luxury retailers indicates Skims' ambition to position itself as a high-end brand. This could lead to increased competition in the shapewear and apparel industry, challenging established brands and potentially influencing market dynamics. The strategic expansion may also contribute to economic growth in the regions targeted, through job creation and increased retail activity.
What's Next?
Skims is set to open 16 new locations in the U.S. this year, including a flagship store in Chicago, expanding its domestic footprint to 22 stores. In Mexico, five locations are planned to open this fall through a franchise partnership. The brand aims to enter seven new markets in the coming months, indicating a robust global rollout strategy. The success of these expansions will likely depend on Gendron's ability to navigate complex markets and establish Skims as a leading brand in the shapewear industry. Stakeholders will be watching closely to see how Skims adapts to diverse consumer preferences and retail environments.
