Kim Kardashian and Jens Grede’s rapidly expanding SKIMS brand has announced the opening of its first men’s multi-brand shopping experience at the END. flagship store on Broadwick Street in Soho, London.
The collaboration marks a “significant milestone” for SKIMS’ men’s collection, introducing a unique shopping experience to consumers in an international market for the first time. Located on END.’s first floor, the new pop-up allows customers to shop the brand’s best-selling men’s underwear and foundations, including the signature Cotton and Stretch collections.
Jens Grede, CEO and co-founder of SKIMS, commented on the launch:
“Since the launch of SKIMS Mens, we have been envisioning the customer experience in physical retail around the globe. Like SKIMS, END. is known for sitting at the intersection of culture and style, with a very loyal community following. We’re grateful for the partnership and look forward to bringing our worlds together.”
The dedicated brand space in the Soho store features SKIMS’ signature curved logos and neutral finishes, creating a cohesive and recognizable shopping environment. Robert Norton, Chief Commercial Officer of SKIMS, highlighted the synergy between the two brands:
“The launch with END. is a merging of two brands focused on a new generation of consumers in London. END. has a reputation for delivering incredible community-led, conceptual experiences that are not only focused on the consumer shopping journey but simultaneously helping to shape culture, which aligns seamlessly with SKIMS’ values.”
This debut underscores SKIMS’ commitment to international expansion and reaching new consumers beyond its direct audience. Over the past year, SKIMS has increased its presence in London by unveiling a Swim pop-up at The Corner Shop in Selfridges last June and opening new curated shop-in-shop experiences at Selfridges and Harrods. Additionally, the brand has hinted at the upcoming opening of its first freestanding stores in Europe, including London.
