Skims CEO Jens Grede Discusses Brand's Business Model

Skims CEO Jens Grede stated that the business model of Kim Kardashian's shapewear and apparel brand is frequently misunderstood, especially as the company continues its global retail expansion. Grede elaborated on this point in an interview with WWD, highlighting that the brand's strategy extends beyond its initial perception.

The brand is actively growing its physical retail footprint, with new locations opening in key international markets such as London and Dubai. This expansion into brick-and-mortar stores signifies a strategic move to increase accessibility and brand presence for consumers worldwide. The company aims to replicate its online success in the physical retail space.

Grede's comments suggest that Skims is focused on building a comprehensive lifestyle brand rather than solely a shapewear company. The expansion into new territories and product categories is part of a long-term vision to establish Skims as a significant player in the fashion and apparel industry. The CEO emphasized that the brand's growth is underpinned by a robust business strategy that is not always apparent to external observers.

While specific financial figures or detailed operational strategies were not disclosed in the provided context, Grede's remarks underscore a deliberate and evolving approach to brand management and market penetration. The focus remains on strategic growth and solidifying Skims' position in the competitive global market.