Skims launches first London pop-up store

Skims has announced the opening of its first-ever European pop-up experience at the iconic Corner Shop at Selfridges London. The Skims residency in The Selfridges Corner Shop is described as “the most conceptual Skims pop-up experience to date”, designed in partnership with the brand’s long-time collaborator, Willo Perron of Perron-Roettinger. The space has been transformed into a Summer Los Angeles poolside oasis, featuring diving boards and palm tree structures. Customers will also get to order custom Skims ice cream treats by Chin Chin Labs whilst they shop. The shop features an assortment of Skims Swim essentials for the season, including Skims Swim signature cuts in multiple coverage levels. Throughout the month-long pop-up, customers will be able to shop new products every week from limited-edition swim collections to the latest seasonal colourways. The Skims Corner Shop is part of a continued partnership with Skims and the leading luxury British retailer, Selfridges. Off the back of the pop-up, the brand will open a redesigned and expanded permanent Skims shop-in-shop space within Selfridges this summer. Jens Grede, co-founder and CEO, Skims, said: “I’m thrilled to open our first international pop-up experience at the iconic Selfridges Corner Shop. We expect demand and buzz to be high as this is the first time Skims Swim will be available in retail outside of the U.S,” said “The pop-up experience will set the tone for the future of Skims in London, as the cultural and fashion destination is a key market for our global expansion.” Robert Norton, CCO at Skims added: “As we look to establish Skims as a global brand, Selfridges London is the optimal starting point for the next phase of Skims journey with our existing customer base in the UK and unparalleled business at Selfridges to date. “The pop-up experience and expansion of our permanent shop-in-shop space at Selfridges set the framework for our global retail strategy, and we will continue to leverage multi-brand partnerships this year as we plan to open 35 shop-in-shops in the U.S. and internationally.” Bosse Myhr, Selfridges director of Womenswear and Menswear, concluded: "We are extremely excited to welcome Skims Swim to the Selfridges Corner Shop, continuing to build on our long-standing relationship with the brand. “We know our customers love Skims product and its distinct point of view. We are looking forward to Selfridges customers being the first to explore the Skims Swim collection in Europe, with an extraordinary shopping experience that will get everyone in the mood for summer.”