Global shapewear and loungewear brand SKIMS officially opened its first-ever flagship store in the Middle East on Monday, December 22, 2025.
Located in Dubai’s Mall of the Emirates, the launch marks a significant milestone for the brand, offering customers in the region their first opportunity to shop the viral collection in person rather than online.
The new retail space houses the brand’s complete range of signature products. Shoppers can now browse the full extensive lineup, which includes the renowned sleek shapewear, the “buttery soft” pyjama sets that became a social media phenomenon, and the recently viral face wrap. The store aims to serve as a destination for both essential wardrobe staples and last-minute gifting options.
Kim Kardashian’s SKIMS makes Middle East debut
To celebrate the grand opening, SKIMS curated an immersive experience for its first visitors. The store features a dedicated photo booth and offered bespoke treats to guests, creating a celebratory atmosphere for the launch.
In a strategic move to drive initial footfall, the brand announced an exclusive giveaway for early arrivals, presenting a special gift to the first 400 shoppers who visited the store on opening day.
The Dubai flagship represents a major shift in the brand’s strategy for the Gulf Cooperation Council (GCC) region. Prior to this physical expansion, customers in the Middle East were limited to purchasing SKIMS products exclusively through select e-commerce platforms.
The decision to establish a brick-and-mortar presence in Dubai aligns with the city’s status as a global retail hub and addresses the high demand from the local market.
Founded in 2019 by Kim Kardashian, SKIMS has rapidly evolved from a shapewear startup into a multi-billion dollar powerhouse valued at approximately $4 billion.
The brand is celebrated for its commitment to inclusivity, offering a wide range of sizes and shades across its collections, a philosophy that is expected to resonate strongly with the diverse demographic of the UAE.
This opening arrives just in time for the holiday season, positioning the store as a prime location for festive shopping. It also signals the beginning of SKIMS’ broader physical retail expansion into international markets, following its massive success in the United States.
