Why Skims is heading to Europe

The Kim Kardashian-founded brand has opened a pop-up shop in the UK (it's on my street in London! - Ed) and plans on several permanent locations in Europe over the next few years.

The pop-up will also turn into a permanent shop-in-shop at Selfridges, after a redesign, another step in Skims’s plan to expand its physical footprint. While the plans may sound ambitious, they’re rooted in the brand’s growing popularity among consumers over the past few years, most recently reflected in Lyst’s Q1 hottest brands and products index. The label was among the top 20 hottest brands of the quarter, which also included Prada, Miu Miu, and Moncler.

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