Kim Kardashian’s Skims Arrives in the UAE at Mall of the Emirates Dubai

Skims has officially entered the Middle East with the opening of its first physical store at Mall of the Emirates in Dubai, marking a major step in the brand’s global retail strategy. The launch brings the brand’s solutions-focused underwear, loungewear, and shapewear directly to a region known for its luxury shopping culture and influential fashion consumers.

A Flagship Designed for Impact

The new Skims flagship in Dubai reflects the brand’s global retail design language, which embodies a bold, minimalist aesthetic. The space features monolithic forms, curved architectural details, reflective surfaces, soft lighting, and oversized 3D Skims signage to create an elevated, gallery-like shopping environment.

This refined approach keeps the focus on product while reinforcing a strong visual identity that fans recognize from the brand’s digital presence. The design also aligns Skims with contemporary luxury and lifestyle brands that prioritize immersive, design-led stores in key global cities.

Collections Curated for Mall of the Emirates

For its UAE debut, Skims has stocked the Mall of the Emirates store with a lineup of its most in-demand collections. Shoppers in Dubai can explore Fits Everybody, Seamless Sculpt, Cotton Fleece, Cotton Rib, Cotton Jersey, Boyfriend, and Skims’ Mens underwear in one dedicated physical space.

By leading with proven global bestsellers, Skims positions the store as a one-stop destination for everyday basics, shapewear solutions, and off-duty comfort pieces. This strategy caters to both existing brand loyalists and new customers who may be discovering Skims for the first time through its physical presence.

Why Dubai and the Middle East Matter

Co-founder and chief executive officer Jens Grede said, “Dubai stands among the world’s most dynamic retail markets, and enthusiasm from local customers made opening our first store an obvious next chapter.” He said the Mall of the Emirates flagship is “an important milestone” and an opportunity to deepen the brand’s relationship with “a region that continues to shape global trends.”

The choice of Dubai and Mall of the Emirates is strategic, placing Skims inside one of the Middle East’s highest-profile shopping destinations alongside leading luxury and premium brands. It reflects a broader shift as the brand evolves from a digital-first model into a global retail player with a growing brick-and-mortar footprint.

Powered by Al Tayer Insignia Partnership

The Dubai store launch is backed by luxury retail group Al Tayer Insignia, a key partner for international brands entering the Gulf region. This collaboration gives Skims access to regional expertise in operations, localization, and customer engagement across the Middle East.

Dee Sarai, chief executive officer of Al Tayer Insignia, said, “We are proud to launch the region’s first-ever Skims store, marking an exciting milestone for both our customers and Al Tayer Insignia’s retail portfolio. Skims has become a global leader in redefining comfort, inclusivity, and modern wardrobe essentials, and we know there is strong demand for the brand here in the region.”

Building a Global Store Network

The Dubai opening follows a standalone Skims store at South Coast Plaza in Costa Mesa, which opened last month, less than a year after the brand’s first California store. The new Middle East flagship joins permanent locations in New York, Los Angeles, Georgetown, Aventura, Austin, Houston, Atlanta, Boca Raton, Paramus, Las Vegas, Bloomington, Palo Alto, Tysons, and Mexico City.

This cluster of recent openings signals a clear acceleration in the brand’s physical retail rollout. As Skims expands into key international markets, stores like Dubai will play a pivotal role in driving brand awareness, increasing basket sizes through in-person styling and discovery, and solidifying its position within the global fashion and lifestyle landscape.