Skims opens Selfridges pop-up as it looks ahead to UK stores
Skims has opened its first-ever European pop-up at the Selfridges London department store.
The brand said the space in the Selfridges Corner Shop offers its most conceptual pop-up experience to date as it continues to create one of a kind, viral retail activations for its customers.
Designed in partnership with Skim’s long-time collaborator, Willo Perron of Perron-Roettinger, the space has been transformed into a Los Angeles style poolside oasis complete with diving boards and eye-catching palm tree structures. Customers will also be able to enjoy custom Skims ice cream treats by Chin Chin Labs while shopping.
The shop stocks an assortment of Skims swim essentials, including signature cuts in multiple coverage levels, and customers will be able to shop new products every week.
Bosse Myhr, Selfridges director of womenswear and menswear, said: “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.”
The opening follows the launch of a Skims summer pop-up in New York last month where visitors waited in a queue for over two hours every day to shop.
While currently happy to capitalise on the success of its pop-up format, Skims is planning to expand into free standing stores across the UK and EU territories within the next three years. It will also be opening a redesigned and expanded permanent Skims shop-in-shop space within Selfridges this summer.
Robert Norton, chief commercial officer at Skims, said: “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 US. and internationally.”
