On December 22, SKIMS, the U.S.-based shapewear and lifestyle brand co-founded by Kim Kardashian, opened its first permanent store in the Middle East. The new location is situated at Mall of the Emirates in Dubai, one of the region’s leading luxury shopping destinations, and marks the brand’s expansion through a partnership with Al Tayer Insignia, a key player in the Middle East’s luxury retail sector.
The opening represents SKIMS’ first standalone store in the Middle East and a major milestone in the brand’s accelerating global expansion. After building strong regional demand through online channels and pop-up activations, SKIMS has now established a permanent physical presence in the market.
Commenting on the move, Jens Grede, Co-Founder and Chief Executive Officer of SKIMS, said: “Dubai stands among the world’s most dynamic retail markets, and enthusiasm from local customers made opening our first store an obvious next chapter. We’re delighted to bring SKIMS to Mall of the Emirates, an important milestone in our global expansion and a chance to deepen our connection with a region that continues to shape global trends.”
The store’s interior design is based on SKIMS’ global retail concept, reflecting the brand’s signature aesthetic. Curved openings, sculptural forms, and reflective surfaces are combined with warm lighting to create a space that feels both minimal and immersive. Oversized three-dimensional SKIMS logo signage anchors the interior, reinforcing the brand’s identity in a way that mirrors the clarity and functionality of its product offering.
The store features a curated lineup of SKIMS’ core womenswear collections, including Fits Everybody, Seamless Sculpt, Cotton Fleece, Cotton Rib, Cotton Jersey, and Boyfriend, alongside SKIMS Mens underwear. The physical retail environment allows customers to experience the brand’s products firsthand, from fit and fabric to performance and comfort.
Dee Sarai, Chief Executive Officer of Al Tayer Insignia, commented on the launch: “We are proud to launch the region’s first-ever SKIMS store, marking an exciting milestone for both our customers and Al Tayer Insignia’s retail portfolio. SKIMS has become a global leader in redefining comfort, inclusivity, and modern wardrobe essentials, and we know there is strong demand for the brand here in the region. Bringing SKIMS to our market reflects our ongoing commitment to introducing forward-thinking, relevant brands and delivering elevated shopping experiences that truly resonate with our customers. We look forward to building a strong, long-term presence for SKIMS in the region.”
Kim Kardashian, Co-Founder and Chief Creative Officer of SKIMS, also shared her long-standing vision for the Dubai opening: “Bringing SKIMS to Dubai has been a dream of mine for years. Dubai sets the standard for luxury retail, so it was important that this space showcase SKIMS’ signature design, thoughtful details, and an elevated in-store experience from the moment you walk in. I’m so proud to see our first Middle East store come to life, and we look forward to continuing our expansion in the region.”
Since its founding in 2019, SKIMS has rapidly expanded its business and global footprint. The brand has reached a valuation of $5 billion in recent years and currently operates permanent stores across major U.S. cities as well as international markets including Mexico City. The Dubai opening signals a clear strategic focus on the Middle East as a key growth market, combining strong luxury consumption with global trend influence.
Looking ahead, SKIMS is also preparing to open a new flagship store on Regent Street in London in the summer of 2026, further strengthening its presence in major global retail capitals.
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