LOS ANGELES — Skims has opened doors in Los Angeles.
The new location marks the brand’s ninth U.S. retail store. The company is in growth mode — in the last three weeks alone, Skims has unveiled shops in Cabazon, Calif., (near Palm Springs) and Westfield Garden State Plaza in Paramus, N.J. Thirteen more stores are coming this year, including international expansion, revealed Jens Grede, chief executive officer and cofounder of Skims.
But the focus now is on L.A., home to the brand and to Skims’ cofounder and chief creative officer Kim Kardashian, who lives on the outskirts.
You May Also Like
Related Articles
“Having a flagship in Los Angeles for a brand based in Los Angeles, that is incredibly important, and that’s really a no-brainer,” Grede continued. “That’s a dream and something we wanted to do for a long time.…I think stores are the best way to build and maintain brand awareness and having the opportunity for customers to experience a brand.”
They scouted L.A. at the same time as New York, where Skims opened a flagship on Fifth Avenue in December. “The permitting and construction process can vary really greatly between cities,” Grede said of the timing. “And it just happened that New York was first and L.A. second.”
The L.A. store — at 8569 West Sunset Boulevard in West Hollywood — is near Sunset Plaza, adjacent to Mel’s Drive-in, which Skims is taking over for a pop-up through Sunday. With 4,546 square feet of space, the shop showcases the same design aesthetic as New York (at 6,570 square feet), incorporating Skims’ signature rounded-edge fixtures and custom tonal mannequins. Designer Rafael de Cárdenas is behind the vision: a minimalist approach with artistic accents; upon entrance, visitors are immediately greeted by a colossal, 12-foot Vanessa Beecroft sculpture.
“It’s such a powerful piece and really adds to the immersive experience we wanted to create,” Kardashian told WWD in an exclusive statement. “Personally, the design feels like an extension of my own aesthetic. It’s modern, clean and sophisticated, but with warmth and accessibility, which is exactly what I wanted. Working with Rafael was amazing — we really got to collaborate on every detail, from the colors to the layout, to make sure it felt like Skims in every way. We wanted it to feel like a place where people could truly experience the brand.”
Physical retail, including wholesale partners, counts for 20 percent of the brand’s business, while e-commerce brings in 80 percent, with consumers largely between 18 and 30 years old, Grede said. “We’re at the beginning of this kind of business model shift, omnichannel retailer, and over the coming years we hope to be much more balanced, 50/50 between physical retail and e-comm than we are today.”
Launching with shapewear, Skims has become a lifestyle brand — one that plans to introduce a beauty category following Skims’ acquisition of Skkn by Kim. Skkn by Kim won’t be available under Skims, however, Grede noted. “We are not going to be continuing the Skkn by Kim brand that Coty was doing. We are relaunching the categories under Skims.”
“Expanding into beauty isn’t just about growing Skims — it’s about building on the strength of the brand and bringing our approach to a whole new category,” Kardashian said of the acquisition in a statement. “Skims has always been about redefining essentials, and now we’re doing the same with beauty, skin care and fragrance. With the global community we’ve built and my experience in beauty, this felt like the right next step. We’re bringing the same level of innovation, inclusivity and quality that people expect from Skims into products that will truly make a difference. I’m so excited for our customers to experience beauty in a whole new way with Skims.”
Of landing on Sunset Boulevard in L.A., Kardashian said: “It’s not only iconic, but it has this incredible energy — it brings together locals, tourists and people from all different walks of life. That mix is what makes L.A. so special, and we wanted our store to be in the heart of it all.”
Next, Skims will unveil the first drop of its Nike partnership: NikeSkims, launching this month.
It’s “the first subbrand for Nike since Jordan,” Grede said. “So it’s a big, long-term partnership.”
“This collaboration has been in the works for so long, and it’s truly the perfect mix of performance and style,” Kardashian added. “NikeSkims is designed to sculpt and perform, bringing together Nike’s innovation and Skims’ signature fit to create training apparel, footwear and accessories that really work for women. And this is just the beginning. In 2026, we’re expanding NikeSkims globally — launching in new markets, opening more retail locations and collaborating with wholesale partners to bring the collection to even more women worldwide. This is such a huge moment for Skims, and we can’t wait for everyone to experience it.”