See inside Kim Kardashian’s first-ever SKIMS flagship store on Fifth Avenue

When Kim Kardashian launched SKIMS in 2019, the brand quickly became synonymous with inclusive loungewear and underwear, offering products that worked well with different skin tones and body shapes. Fast-forward five years and the brand is now valued at a whopping $4 billion. Interestingly enough, though, SKIMS never operated a flagship store—until now.

Last week, the company’s first shop in New York City opened at 647 Fifth Avenue near 52nd Street, taking over the former Versace space right next to the Cartier Mansion. A prime location indeed.

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The spanking new SKIMS flagship spans an enormous 6,570 square feet across four floors that include a show room and office space for its employees.

The store reflects the brand’s overall aesthetic—nude skin tones all over—so, once inside, you’ll feel like you’re walking through one of SKIMS’ viral ads. 

“The store has this high gloss mixed with monochromatic colors and materials and different textures, and everything is embossed like our logos,” Kardashian told WWD.  

When I visited the flagship store, the first I noticed was the huge bust of a woman that towers over the main room. I was quickly distracted by the uniformity of everything—every detail, from the walls to the furniture, was in nude pastel colors, and every employee was wearing SKIMS sweats from head to toe. 

The first floor is dedicated to women’s clothing and loungewear. Patrons can take the stairs or the elevator up to the mezzanine level, which is a good place to chill, offering good views of the level below, which also makes it the perfect people-watching area.

Level two is home to the brand’s bras and underwear, lingerie and shapewear selections. One floor up, guests can browse through men’s clothing and items from the brand’s viral North Face collaboration. 

The company’s CEO attributed the brand’s expansion into a physical space on Fifth Avenue to SKIMS’ extremely successful collaboration with The North Face, which sold out in 5 minutes, per Hypbeast.

The flagship opening is part of a larger strategy by SKIMS to meet customers we’re they’re at. While most of the company’s purchases are made online, many customers prefer to shop in person, where they can check out the products or try them on before committing to them. 

The SKIMS flagship is open from Monday through Saturday from 10am until 9pm and Sunday from 11am to 7pm.