Kim Kardashian’s shapewear brand Skims is to open its first UK store in Regent Street after signing a deal with the Crown Estate.
The US brand has signed a lease on a property in the historic central London shopping street and is set to open in summer 2026.
The brand, co-founded by the billionaire businesswoman in 2019, will take over the former Ted Baker store at 245-247 Regent Street.
Skims, created by reality TV star Kardashian and entrepreneur Jens Grede in 2019, specialises in women’s underwear, loungewear and shapewear for a variety of body types.
A men’s collection was launched in 2023, and the brand has partnered with an array of celebrities including Charli XCX, Sabrina Carpenter, Usher and Jude Bellingham for advertising campaigns that have tapped into popular culture.
Skims products sell in stores in a number of US cities, as well as concessions in London department stores Selfridges and Harrods.
The 10-year Regent Street lease will see the first standalone shop open in the UK.
The former Ted Baker store has been empty since the British fashion brand was forced to shut the doors of its UK high street shops.
This followed the collapse into administration last year of the business which ran its operations.
The Crown Estate is an independent company that belongs to the monarch for the duration of their reign, with a £16 billion portfolio of property that spans the country, including London’s West End.
Profits made by company are partly used to fund the work of the monarchy.
Skims’ chief commercial officer Robert Norton said opening the brand’s first UK store in London’s Regent Street is a “landmark moment” for the business.
“Its global prestige and vibrant history make it the perfect setting to debut our immersive retail experience,” he said.
Skims was valued at $4 billion after a funding round in 2023. The label has proven popular with the Kardashians’ fan base, hitting $750 million in revenue in 2023.
Laura Thursfield, retail leasing director at The Crown Estate, said Skims’ signing “emphasises Regent Street’s position as London’s premier lifestyle destination”.
