Today, SKIMS announces the opening of its first men’s multi-brand shopping experience at the END. flagship in London. This partnership with the iconic apparel and sneaker store marks a significant milestone for SKIMS Mens, bringing a unique shopping experience to an international market for the first time.
The new shopping experience on END.’s first floor features SKIMS Mens’ best-selling underwear and foundations, including the signature Cotton and Stretch collections. These collections are designed for comfort, fit, and superior movement.
“Since the launch of SKIMS Mens, we have been envisioning the customer experience in physical retail around the globe,” said Jens Grede, CEO and Co-Founder, SKIMS. “Like SKIMS, END. is known for sitting at the intersection of culture and style, with a very loyal community following. We’re grateful for the partnership and look forward to bringing our worlds together.”
SKIMS celebrated the launch with an impressive takeover at END.’s Soho store, creating a dedicated brand space adorned with SKIMS signature curved logos and neutral finishes. The launch event featured VIPs, influencers, press, and END.’s community, with signature SKIMS food, beverages, and cocktails served. Guests, including Jordon WiFi, Tim Dessaint, and Helen To, explored SKIMS Mens while enjoying music from renowned DJs Tommy Gold and Crash Tracy.
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Robert Norton, Chief Commercial Officer of SKIMS, stated, “SKIMS Mens launch at END. is a merging of two brands focused on a new generation of consumers in London. END. has a reputation for delivering incredible community-led, conceptual experiences that are not only focused on the consumer shopping journey but simultaneously helping to shape culture, which aligns seamlessly with SKIMS values.”
“It’s exciting for SKIMS to partner with END. for SKIMS Mens first physical retail space in the UK. We’re both established, global clothing brands and together we can ensure that SKIMS Mens launch in London is an impactful moment. Building our community is more than just providing immersive experiences, but ensuring we partner with the right brands, who add value to the END. culture.” – END.
SKIMS Mens launch at END. highlights the brand’s focus on international expansion and efforts to reach new consumers beyond its direct audience. Over the past year, SKIMS has introduced various initiatives in London, including a Swim pop-up at The Corner Shop in Selfridges and curated shop-in-shop experiences at Selfridges and Harrods. SKIMS has also teased the opening of its first freestanding stores in Europe, including London.
