Located on Broadwick Street in Soho, London.
Kim Kardashian and Jens Grede's rapidly expanding SKIMS brand has announced the opening of its first men's multi-brand shopping experience at the END. flagship store on Broadwick Street in Soho, London.
Significant milestone for SKIMS men’s line
The collaboration marks a “significant milestone” for SKIMS’ men’s collection, introducing a unique shopping experience to consumers in an international market for the first time. Located on END.’s first floor, the new pop-up allows customers to shop the brand’s best-selling men’s underwear and foundations, including the signature Cotton and Stretch collections.Jens Grede, CEO and co-founder of SKIMS, commented on the launch:
“Since the launch of SKIMS Mens, we have been envisioning the customer experience in physical retail around the globe. Like SKIMS, END. is known for sitting at the intersection of culture and style, with a very loyal community following. We’re grateful for the partnership and look forward to bringing our worlds together.”
Exclusive brand space at END
The dedicated brand space in the Soho store features SKIMS' signature curved logos and neutral finishes, creating a cohesive and recognizable shopping environment. Robert Norton, Chief Commercial Officer of SKIMS, highlighted the synergy between the two brands:“The launch with END. is a merging of two brands focused on a new generation of consumers in London. END. has a reputation for delivering incredible community-led, conceptual experiences that are not only focused on the consumer shopping journey but simultaneously helping to shape culture, which aligns seamlessly with SKIMS’ values.”
Focus on international expansion
This debut underscores SKIMS' commitment to international expansion and reaching new consumers beyond its direct audience. Over the past year, SKIMS has increased its presence in London by unveiling a Swim pop-up at The Corner Shop in Selfridges last June and opening new curated shop-in-shop experiences at Selfridges and Harrods. Additionally, the brand has hinted at the upcoming opening of its first freestanding stores in Europe, including London.
23 MAY 2024,
Boohoo expands online presence with new marketplace for fashion
Victoria's Secret expands presence in Melbourne
Inditex's Bershka set to enter indian market with Mumbai store
Ross stores expands across the U.S. with 24 new locations
Chaumet opens doors to debut boutique in Italy
Birkenstock is launching first store in France
Salomon elevates brand presence with new Paris flagships 
Amiri expands presence in California 
Crocs expands its presence in India with Apparel Group 
Best Buy Canada to expand presence with 167 small-format locations 
Arket expands into Italy with Milan flagship