Digital darling Kim Kardashian's Skims brand aggressively challenges legacy apparel giants with global store push.Skims, has solidified its status as a major market disruptor, achieving a staggering $5 billion valuation after securing a $225 million funding round. This new capital isn't just a financial win; it signals an aggressive shift from its roots as a digital-first, direct-to-consumer (DTC) success to a global physical retail powerhouse.

Skims, co-founded with CEO Jens Grede, achieved an estimated $750 million in 2023 revenue by championing inclusive sizing (XXS to 5X) and diverse skin tones—a strategy that directly undercut legacy brands like Victoria’s Secret. The brand’s product line, spanning shapewear, loungewear, and activewear, is now pivoting to brick-and-mortar.

The Physical Gambit

While Skims currently operates around 20 physical locations, Grede has declared the brand will become a "predominantly physical business" globally. This move is crucial for intimate apparel, allowing customers the essential try-on convenience that digital channels lack.

Skims challenges the athleisure king

The expansion into physical retail, combined with recent high-profile moves like the NikeSkims collaboration, positions the brand as Lululemon’s most potent new competitor in the $440 billion activewear market. The brand's ability to generate massive FOMO with viral product drops (like a 250,000-person waitlist for a simple dress) demonstrates a marketing engine legacy players struggle to replicate.

Skims is forcing retail reckoning, the future belongs to brands that can seamlessly merge digital hype with accessible, inclusive physical shopping experiences. Its performance and valuation prove celebrity influence, when paired with genuine product innovation and a smart retail strategy, can rapidly eclipse established market leaders.