Kim Kardashian's Skims lands in Spain with El Corte Inglés

Madrid – Skims, Kim Kardashian's popular lingerie, sportswear and athleisure brand, has finally landed in Spain. The launch was conducted in partnership with the company chaired by Cristina Álvarez. It has established its first points-of-sale and is marketing its collections through the physical and online commercial structure of El Corte Inglés.

As part of the American brand's specific roadmap to drive its expansion and growth outside the US and on a global scale, Kim Kardashian's lingerie, sportswear and athleisure brand has finally started marketing its collections in Spain. Until now, the brand operated in the market through its international e-commerce platform. It did not even have its own online store for its operations in the country, beyond allowing users to identify themselves as being from Spain to optimise the purchasing process, which was conducted entirely in English.

Marking a new chapter in its Spanish operations and its commercial relations with Spanish consumers, the American brand has just opened its first two physical points-of-sale in the country. Both spaces have launched as concessions. One is in Madrid, located inside the El Corte Inglés department store on Serrano, the group's shopping centre in the heart of Spain's capital's 'Golden Mile', which features a curated selection of luxury fashion brands. The other is in Málaga, in the El Corte Inglés centre in Marbella-Puerto Banús, another of the company's key locations specialising in a curated selection of luxury brands, including Dolce&Gabbana, Loewe and Saint Laurent.

In addition to these first two physical Skims points-of-sale in Spain, and as part of its commercial alliance with the company chaired by Cristina Álvarez, a wide selection of the American brand's products has also launched on El Corte Inglés's own e-commerce platform. The digital store continues to expand and diversify its offering, increasing its appeal to Spanish fashion consumers. Both the Madrid and Marbella concessions offer a wide selection of Skims' womenswear. The brand's menswear range, a segment it entered in late 2023, can currently only be purchased in Spain through the international Skims online store.

100 operational stores by 2027

Founded in 2019 by Kim Kardashian, along with entrepreneurial couple Jens Grede from Sweden and Emma Grede from Britain, Skims is currently undergoing an ambitious and determined growth and internationalisation plan. In recent years, the brand has secured high-profile collaborations and agreements with the US Olympic delegation; houses like Fendi and Dolce&Gabbana; and sports multinational Nike, with which it has been periodically launching highly sought-after capsule collections since 2025. The roadmap kicked off in June 2024, transitioning from a digital pure-player to an omnichannel brand with the opening of its first permanent, physical store in Washington D.C.

Following a growth model based on opening pop-ups to assess the brand's potential in key US locations, and new permanent stores in major cities like New York, West Hollywood, Dallas, Denver and Miami, Skims now sells its collections globally through approximately 159 points-of-sale. This includes multi-brand stores, franchises and its own stores. The network consists of its 26 own stores in the US and its London store, a flagship that the brand opened as its first international brand store outside the North American country on September 18, with Kim Kardashian herself in attendance.

With an estimated valuation of five billion dollars, reached after successfully closing a 225 million dollar funding round last November 2025, and forecasts of completing the last fiscal year with net sales exceeding one billion dollars, the opening of this first international store in London has formalised a new stage in Skims' strategic growth plan. Between late 2025 and early 2026, the brand opened its first two stores operated by local partners in the United Arab Emirates, specifically in the Mall of The Emirates and Dubai Mall in Dubai. This is part of an offensive that, along with the London store at 245 Regent Street, they expect to complete with new key brand stores in Seoul, South Korea, and in the Indian cities of Delhi and Mumbai. With these openings, Skims expects to end the year with 55 brand stores, including its own and franchised stores like those in the United Arab Emirates and Mexico, where they have another two points-of-sale operated by local partners. Chief executive officer Jens Grede expects this number to nearly double in a year, aiming to close 2027 with over 100 operational Skims stores worldwide.