US fashion brand SKIMS has announced its long‑anticipated arrival in the United Arab Emirates with the opening of its first physical retail store at Mall of the Emirates in Dubai. The launch marks a key milestone in the brand’s global expansion and introduces its in‑store retail experience to the Middle East for the first time.
The debut has been delivered in partnership with Al Tayer Insignia, the brand’s regional partner and a luxury retail operator in the region. The collaboration reflects SKIMS’ strategy to expand its physical footprint through partnerships in major international retail destinations.
“Dubai stands among the world’s most dynamic retail markets, and enthusiasm from local customers made opening our first store an obvious next chapter,” says Jens Grede, Co‑Founder and Chief Executive Officer of SKIMS. “We’re delighted to bring SKIMS to Mall of the Emirates, an important milestone in our global expansion and a chance to deepen our connection with a region that continues to shape global trends.”
The store has been designed to immerse customers in the full SKIMS retail experience, drawing on the brand’s established global design language. A minimalistic aesthetic is expressed through monolithic forms, curved openings and reflective surfaces, complemented by warm lighting and oversized 3D SKIMS signage. The overall layout aims to balance strength and softness while supporting an elevated shopping environment.
“We are proud to launch the region’s first‑ever SKIMS store, marking an exciting milestone for both our customers and Al Tayer Insignia’s retail portfolio. SKIMS has become a global leader in redefining comfort, inclusivity, and modern wardrobe essentials, and we know there is strong demand for the brand here in the region,” says Dee Sarai, Chief Executive Officer of Al Tayer Insignia. “Bringing SKIMS to our market reflects our ongoing commitment to introducing forward‑thinking, relevant brands and delivering elevated shopping experiences that truly resonate with our customers. We look forward to building a strong, long‑term presence for SKIMS in the region.”
Kim Kardashian, Co‑Founder and Chief Creative Officer of SKIMS, also commented on the significance of the opening. “Bringing SKIMS to Dubai has been a dream of mine for years,” she says. “Dubai sets the standard for luxury retail, so it was important that this space showcase SKIMS’ signature design, thoughtful details, and an elevated in‑store experience from the moment you walk in. I’m so proud to see our first Middle East store come to life, and we look forward to continuing our expansion in the region.”
Inside the store, customers can explore a curated selection of SKIMS’ core and bestselling collections, including Fits Everybody, Seamless Sculpt, Cotton Fleece, Cotton Rib, Cotton Jersey, Boyfriend, and SKIMS Mens underwear. The physical retail setting allows shoppers to engage directly with the brand’s foundations, solutions and loungewear through in‑person fitting and product exploration.
The opening builds on a year of continued retail momentum for SKIMS and strengthens its presence across key international markets. Establishing a physical store in Dubai positions the brand to reach a broader customer base across the Middle East, supported by the city’s status as a global retail and tourism destination.
The SKIMS store officially opened to the public on 22 December 2025 at Mall of the Emirates.
