Skims is aggressively expanding its physical presence in Mexico, transforming the country into its primary launchpad for Latin American expansion. Boosted by a $5 billion valuation following a recent $225 million funding round led by Goldman Sachs Alternatives, the brand has shifted from a digital-first model to a sophisticated omnichannel strategy. Through an exclusive partnership with Retail Fashion Group - a subsidiary of the luxury powerhouse Grupo Sordo Madaleno (SOMA) - Skims has established a network of four permanent stores, including its bold architectural flagship in Mexico City’s Artz Pedregal. This move effectively positions Mexico as the only market in the region to integrate high-touch physical retail with localized digital commerce.
Capitalizing on high-growth activewear segments
The expansion coincides with a broader diversification into high-margin categories, most notably the NikeSkims collaboration. Market analysts project this partnership could capture 8.2 per cent of the global activewear market by 2026, as consumers increasingly seek technical fabrics that transition between performance and lifestyle. In Mexico, the inclusion of Skims Mens and technical loungewear in physical stores has allowed the brand to tap into a wider demographic, driving net sales toward a projected $1 billion milestone for 2025. This localized ‘bricks-and-mortar’ approach addresses a key opportunity in the $155 billion global athleisure sector, where physical fitting remains a critical driver for shapewear conversion.
The roadmap to global omnichannel leadership
As Skims prepares for a potential IPO, its Mexican operation serves as a blueprint for international ‘franchise-plus’ models. By leveraging SOMA’s deep real estate expertise, the brand mitigates the logistical challenges of Latin American retail while maintaining a premium aesthetic. Becoming a global omnichannel retail brand is our next chapter, notes Kim Kardashian, Co-founder, emphasizing a move toward a predominantly physical business. With plans to launch Skims Beauty and Fragrance in 2026, the Mexican storefronts are being positioned not just as clothing outlets, but as multi-category wellness hubs designed to secure long-term community loyalty across the Americas.
A solutions-oriented apparel brand co-founded by Kim Kardashian and Jens Grede, Skims is focused on inclusive shapewear, loungewear, and activewear. It operates primarily in the US and Mexico, with a massive UK flagship slated for Summer 2026. Following a 2025 capital raise, the brand is targeting global dominance through category expansion into beauty and technical sportswear.
