From Monday, Skims will be the latest to take over Selfridges’ “Corner Shop” location in central London, the store’s ground floor space that has previously hosted viral retail pop-ups by brands like Jacquemus and Casablanca.
The California-based brand is betting on making a similar splash. With the help of long-term collaborator and interior designer Willo Perron, the brand will transform the space to create an LA-poolside vibe, complete with diving boards and palm trees, to promote its swimwear collection which launched last year.
The month-long pop-up marks the first time European consumers will be able to get their hands on the brand’s swimwear in person, according to a release from the brand.
“The pop-up experience will set the tone for the future of Skims in London, as the cultural and fashion destination is a key market for our global expansion,” said co-founder and chief executive Jens Grede, in a statement shared by Skims.
The brand was valued at $3.2 billion following a Series B funding round in January last year.
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Skims recently raised funding at a $3.2 billion valuation. Kim Kardashian and Jens Grede, in an exclusive interview with BoF, explain how the ‘solution wear’ empire plans to prove it’s more than a pandemic fad. First up: swimwear.
