Skims launches in the Middle East

By

Jennifer Braun

Published
Dec 22, 2020

Kim Kardashian West’s Skims brand is set to launch in the Middle East for the first time. 

Via an exclusive distribution deal with e-tailer Ounass, the shapewear and innerwear brand has become available to consumers in Bahrain, Kuwait, Oman, Qatar, Saudi and the United Arab Emirates, as of this month. 

Kim Kardashian shared the details in her Instagram stories, where she noted a handpicked selection for the Middle Eastern market. Items span categories ranging from lingerie, loungewear, and sleepwear, to traditional shapewear.  

Ounass conveniently offers two-hour delivery to shoppers in Dubai and Abu Dhabi. The company also recently opened a warehouse in Riyadh, Saudi Arabia and is aiming for three-hour delivery in the country.

Most recently, in October, Skims equally took up a new residence in England with a distribution agreement with Selfridges, marking the company’s first move outside of the U.S. Skims also recently launched via Canadian luxury brand Ssense, in addition to being available on Net-A-Porter, Nordstrom, and Skims.com.

Despite some consumer backlash, Skims has been widely successful since its launch in September 2019, offering an inclusive solution to shapewear and underwear, in sizes XXS- 5X and in nine tonal colourways.

In the US, the brand has sold out of a number of styles since its launch, while high consumer traffic has been known to cause the Skims site to crash.