SKIMS has announced the opening of its first European pop-up experience at the renowned Corner Shop in London’s famed department store Selfridges. With its latest immersive pop-up experience, the company is bringing SKIMS Swim to Europe for the very first time, giving Europeans a chance to purchase the bestselling line at Selfridges in time for the next summer season.
Designed in tandem with the brand’s long-time collaborator, Willo Perron of Perron-Roettinger, the SKIMS residency in The Selfridges Corner Shop is the most conceptual SKIMS pop-up experience to date. Spectacular diving boards and eye-catching palm tree structures have been installed to turn the area into a Los Angeles poolside paradise perfect for the summer. Shoppers may cool off with Chin Chin Labs’ trending, bespoke SKIMS ice cream creations.
SKIMS Swim’s signature cuts are available in a variety of coverage levels to meet your every requirement in and out of the water, and the store’s vivid selection is the ideal must-have for the season. The pop-up shop will feature weekly product rotations throughout the month, with items ranging from limited-edition swim collections to the newest seasonal colorways.
After the success of the SKIMS Summer Pop-Up, which opened in New York in May and had a daily waiting time of more than two hours, The Selfridges Corner Shop decided to host its own pop-up event. SKIMS has revealed intentions to open standalone stores across the UK and EU territories over the next three years, building on the success of its pop-ups experiences as well as its robust e-commerce and multi-brand business in the UK and Europe.
SKIMS and Selfridges, Britain’s premier luxury department store, have continued their cooperation with the opening of the SKIMS Corner Shop. This summer, following the success of the pop-up, the company will unveil a permanently relocated and expanded SKIMS shop-in-shop within Selfridges.
I couldn’t be more excited to launch our inaugural global pop-up at London’s storied Selfridges Corner Shop. Since this is the first time SKIMS Swim has been sold in retail outside of the United States, Co-Founder & CEO Jens Grede anticipates tremendous demand and buzz. London, a hub for fashion and culture, is an important market for SKIMS as we look to expand internationally, and our pop-up will serve as a precursor to what’s to come.
With our existing customer base in the UK and unequaled business at Selfridges to date, Selfridges London is the optimum starting place for the next phase of SKIMS’ journey as we seek to develop SKIMS as a global brand. Our global retail strategy was established by our pop-up experience and the development of our permanent shop-in-shop space at Selfridges, and we intend to continue to leverage multi-brand collaborations throughout the year as we build 35 shop-in-shops in the United States and abroad. SKIMS’s Chief Commercial Officer, Robert Norton.
We are thrilled to expand our partnership with SKIMS Swim by hosting the brand at the Selfridges Corner Shop. SKIMS has a unique perspective, and our customers appreciate that. With an incredible shopping experience certain to get everyone in the spirit for summer, we can’t wait for Selfridges consumers to be the first in Europe to discover the SKIMS Swim collection. Director of Women’s and Men’s Fashion at Selfridges, Bosse Myhr.
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