Kim Kardashian reportedly sold millions of dollars worth of shapewear within just minutes of launching her latest business endeavour.
On Tuesday, the beauty mogul’s Skims Solutionwear sold out shortly after launching.
According to TMZ, the shapewear, which comes in a variety of shades and designs, sold “$2m (£1.6m) in product within the first few minutes,” numbers that are “unprecedented for shapewear and undergarment brands”.
In comparison, shapewear brand Spanx made $4m (£3.2m) in profits in its first year on the market, the outlet reports.
The success of the reality star’s launch comes after Kardashian faced backlash and accusations of cultural appropriation for originally naming the new brand Kimono.
At the time, the entrepreneur said her decision was “innocent” and that she had named the brand “with the best intentions” but that she would be changing it in due course.
In August, Kardashian renamed the brand Skims, explaining on Twitter that the idea for the name came from the undergarments “skimming with amazingly soft and supportive fabrics which accentuate the best parts of our bodies”.
Skims, which promises “solutions for every body”, has 36 products in sizes from XXS to 5XL, with prices ranging from $18 to $98 (£14 to £79). Currently, the website still has some undergarments available in limited sizes and colours, with the outlet reporting Kardashian and her team are working to fully restock the collection.
This is not the first time the 38-year-old has sold millions of dollars worth of product with the launch of a new brand. In 2017, Kardashian reportedly sold $10m of perfume in one day when she released three fragrances as part of her KKW beauty line.
Kardashian's latest brand comes as the compression and shapewear market is expected to reach growth of $6.4bn by 2024, according to a report by KBV Research.
