Skims has entered the Middle East with the opening of its first physical retail store in the region, launching on Monday at Mall of the Emirates in Dubai as the brand accelerates its global expansion and deepens its push into brick-and-mortar retail. The Dubai flagship mirrors Skims’ global design language, featuring a bold minimalist layout with monolithic forms, curved architectural elements, reflective finishes and soft lighting, anchored by oversized 3D Skims signage.
The store debuts with a curated range of the brand’s best-selling lines, including Fits Everybody, Seamless Sculpt, Cotton Fleece, Cotton Rib, Cotton Jersey, Boyfriend and Skims Mens underwear. Co-founder and chief executive Jens Grede said Dubai’s position as one of the world’s most dynamic retail hubs and strong local customer demand made the Middle East launch a natural next step for the brand.
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The opening is part of a partnership with luxury retail group Al Tayer Insignia, marking a strategic move to build a long-term presence in a region that plays an influential role in global fashion and lifestyle trends. Al Tayer Insignia chief executive Dee Sarai said Skims’ focus on comfort, inclusivity and modern wardrobe essentials aligns closely with regional consumer demand and the group’s strategy of introducing globally relevant brands.
The Dubai launch follows Skims’ continued rollout of standalone stores worldwide. Last month, the brand opened a store at South Coast Plaza in Costa Mesa, less than a year after debuting its first California location. Skims now operates permanent stores across major US cities including New York and Los Angeles, as well as international locations such as Mexico City, underscoring its shift toward immersive, in-person retail alongside its strong e-commerce business.
