The shapewear giant continues its shift from digital-native brand to international brick-and-mortar powerhouse.
A Major Step Into China’s Luxury Market
SKIMS is set to open its first physical store in China, marking a significant milestone in its global retail expansion. The flagship will open at Times Square in Hong Kong this November through a partnership with Lane Crawford, one of Asia’s most established luxury retailers.
From Digital Disruption to Physical Presence
Founded in 2019 by Kim Kardashian and Jens Grede, SKIMS built its reputation online by reshaping the shapewear and essentials category through inclusive sizing, fabric innovation, and a highly product-driven approach. Now, the brand is increasingly investing in physical retail, aiming to translate its digital success into curated in-store experiences.
Why Hong Kong Matters
Hong Kong represents one of the most influential fashion and luxury markets in Asia, making it a strategic entry point for SKIMS’ broader regional expansion. The Times Square location places the brand in a high-traffic retail hub where global luxury names routinely test flagship concepts and consumer engagement strategies.
A Focus on Product Experience
SKIMS has built its identity around fit, function, and fabric technology — and the store format is designed to reinforce that. Instead of relying solely on online discovery, the flagship aims to give customers a hands-on experience with its core categories, from shapewear to underwear and loungewear.
A Broader Retail Strategy Taking Shape
This opening signals a larger shift for SKIMS as it moves deeper into international markets. What started as a digitally native brand is now evolving into a global retail presence, with physical stores becoming a key part of how customers engage with its products across major fashion capitals.
