After making a striking debut in the Dubai market, SKIMS, the shapewear and essentials brand founded by Kim Kardashian, taps into a regional fashion landscape that cherishes both elegance and practicality. On December 22, the brand opened its first standalone store in the Middle East at the Mall of the Emirates, representing a key moment for a brand that has evolved from a celebrity-led venture into a global fashion powerhouse.
Redefining Everyday Essentials
Since its launch in 2019, SKIMS has positioned itself as a rethinking of everyday essentials, shapewear, intimates, loungewear, and basics designed with comfort, inclusivity, and fit at their core. What began as a response to a long-standing market gap has evolved into a brand with a devoted following, driven less by hype and more by repeat wear. From bodysuits that disappear under clothing to T-shirts engineered to sit just right, SKIMS built its reputation on function refined by design.
Growing Demand in the Middle East
That reputation has resonated strongly in the Middle East. The brand had already tested regional appetite through pop-ups and an expanding presence on luxury e-tailer Ounass, where demand quickly became hard to ignore. The Dubai opening, in partnership with regional retail heavyweight Al Tayer Insignia, formalizes what many consumers here had already made clear: SKIMS had an audience waiting.
Designing the Dubai Experience
“Bringing Skims to Dubai has been a dream of mine for years,” Kardashian said in a statement. “Dubai sets the standard for luxury retail, so it was important that this space showcase Skims’ signature design, thoughtful details, and an elevated in-store experience from the moment you walk in.”
The store has been designed to reflect SKIMS’ global retail identity, minimal but sculptural, modern yet warm. Curved architectural lines, reflective surfaces, and soft lighting create a space that feels elevated without being intimidating, aligning with the brand’s emphasis on approachability rather than overt glamour.
Inside the Store
Inside, shoppers will find SKIMS’ most recognizable collections, including Fits Everybody, Seamless Sculpt, Cotton Rib, Cotton Jersey, and Boyfriend, alongside loungewear staples such as Cotton Fleece. The Dubai store also features the brand’s expanding men’s line, reflecting SKIMS’ broader shift from a niche shapewear label to a full lifestyle brand.
A Gateway for Global Brands
For Al Tayer Insignia, which operates a portfolio of international brands across the region, including Harvey Nichols, Coach, and Kurt Geiger, the partnership underscores Dubai’s role as a gateway for global fashion and beauty labels entering the Middle East. For SKIMS, the move signals confidence in the region’s consumer base, one that is increasingly discerning, brand-literate, and receptive to products that balance luxury with practicality.
Momentum and Global Expansion
The Dubai debut also comes at a moment of momentum for the company. SKIMS was most recently valued at $5 billion following a $225 million funding round led by Goldman Sachs Alternatives in November 2025, and continues to expand its physical retail footprint globally, with a flagship store in London planned for summer 2026. The company is on track to exceed $1 billion in net sales for 2025.
From Cult Favorite to Everyday Destination
Yet the Middle East opening carries particular weight: it represents not just geographic expansion, but cultural alignment with a market that values quality, fit, and understated sophistication.
When SKIMS opened its doors on December 22, it arrived not as a novelty, but as a brand already woven into wardrobes across the region. In Dubai, it makes the transition from cult favorite to everyday destination, a shift that feels both deliberate and inevitable.
