Who would’ve guessed that selling, well, a certain home movie could lead to this? Kim Kardashian’s shape wear brand, Skims, is now strutting around a shiny new $5 billion valuation after scooping $225 million in fresh funding. Not bad for a label whose roots are more reality TV than runway.
With investors like Goldman Sachs throwing money at it, Skims is gearing up to open more shops and take its global ambitions from couch contouring to high street heavyweight. Kim herself gushed about pushing “the standard” in the shapewear game which, let’s be honest, was already a snug fit for success.
Skims kicked off in 2019 with figure flattering shape wear but quickly said “bye bye” to basics and “hello” to athleisure and loungewear. The once niche brand now vies for space alongside giants like Lululemon and Alo Yoga, boasting an influencer army featuring Kardashian clan members, Megan Fox, and Paris Hilton. If only all influencer squads paid off like that.
But it hasn’t all been smooth sailing in stretch fabric. Remember the controversy over its original name, Kimono Intimates? Yeah, that didn’t sit well with many. A swift name change to Skims saved face or maybe saved the kimono. Then there was the baffling head wrap meant for sleep, dividing the internet between “futuristic skincare” and “nightmare dystopia.”
Still, Skims expects sales to top $1 billion this year, giving CEO Jens Grede the confidence to dream bigger than a Kardashian’s social media reach. Just goes to show, whether it’s glitz, glamour, or a bit of controversy, the shape of retail is changing and Kim’s certainly shaping it.
So next time you admire a Skims ad or spot a celeb sporting their gear, remember: this billion dollar empire all started with a cheeky little video that made the entire world stop and… well, look.
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