SKIMS has opened its first standalone UK store at 245–247 Regent Street in London. Covering 12,000 sq ft, the flagship is the brand’s largest European retail location and brings its most extensive UK product assortment into a permanent, directly operated setting.
The opening follows the Regent Street store announcement made in May 2025, when SKIMS agreed a 10-year lease with The Crown Estate.
In the weeks before the opening, large-scale branded hoardings wrapped the Regent Street frontage while work continued inside. The treatment gave the brand a visible street-level presence ahead of the completed store being revealed.
Before Regent Street, British customers primarily accessed the brand through ecommerce, temporary activations and wholesale partners. SKIMS continues to be available through department stores including Selfridges and Harrods, but the new flagship introduces a year-round environment controlled by the brand from frontage to fitting room.
A Sculptural Retail Interior
The store was designed by Rafael de Cárdenas, which also developed the interior of the company’s Fifth Avenue flagship in New York.
Rather than dividing the sales floor into enclosed departments, the London scheme uses a sequence of connected spaces. Curved architectural forms, textured materials and displays integrated into the interior establish continuity between the different product areas.
A large sculpture by Vanessa Beecroft is positioned at the entrance. From that arrival point, open sightlines connect the surrounding rooms and allow customers to read the broader store as they move between categories.
The combination of rounded forms, tonal finishes and sculptural display elements creates a recognisable link with the design language used in other SKIMS stores. In London, that approach has been adapted to a considerably larger floorplate and a wider assortment.
The flagship carries underwear, shapewear, loungewear, menswear and accessories, alongside seasonal releases. Products from NikeSKIMS, the performancewear partnership between Nike and SKIMS, are also stocked at Regent Street.
A NikeSKIMS Spring ’26 activation had previously run at Selfridges from 30 January to 5 March 2026, presenting footwear, apparel and accessories from the seasonal collection.
From New York to London
The London opening follows the company’s first flagship on Fifth Avenue in New York, which opened in December 2024. Located at 647 Fifth Avenue, the New York store extends across three levels and was also designed by Rafael de Cárdenas.
SKIMS has since continued to build a directly operated store network. Its other locations include a Los Angeles flagship on Sunset Boulevard and a Chicago flagship on Rush Street, alongside further stores and concessions across the US.
Internationally, the company opened its first Middle Eastern store at Mall of the Emirates in Dubai in December 2025. The opening placed the brand’s physical retail model in another major international shopping market ahead of its Regent Street debut.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
