Kim Kardashian and Jens Grede’s rapidly expanding SKIMS brand recently announced the launch of its first men’s multi-brand shopping experience at END.’s flagship store on Broadwick Street in Soho, London.
This collaboration marks a “significant milestone” for SKIMS’ men’s line, offering a unique shopping experience to international consumers for the first time.
Located on END.’s first floor, the new pop-up allows customers to shop SKIMS’ best-selling men’s underwear and foundations, including the signature Cotton and Stretch collections.
“Since the launch of SKIMS Mens, we have been envisioning the customer experience in physical retail around the globe,” said Jens Grede, CEO and co-founder of the label. “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 Soho store features a dedicated brand space adorned with SKIMS’ signature curved logos and neutral finishes.
Robert Norton, the brand’s Chief Commercial Officer, said the launch with the retailer 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.”
SKIMS emphasised that this debut underscores the brand’s commitment to international expansion and reaching new consumers. Over the past year in London, SKIMS has introduced a Swim pop-up at Selfridges’ The Corner Shop, as well as curated shop-in-shop experiences at Selfridges and Harrods. Additionally, SKIMS has hinted at opening its first standalone stores in Europe, including London.
