Skims has opened its first-ever European pop-up at the Selfridges London department store.
The brand said the space in the Selfridges Corner Shop offers its most conceptual pop-up experience to date as it continues to create one of a kind, viral retail activations for its customers.
Designed in partnership with Skim’s long-time collaborator, Willo Perron of Perron-Roettinger, the space has been transformed into a Los Angeles style poolside oasis complete with diving boards and eye-catching palm tree structures. Customers will also be able to enjoy custom Skims ice cream treats by Chin Chin Labs while shopping.
The shop stocks an assortment of Skims swim essentials, including signature cuts in multiple coverage levels, and customers will be able to shop new products every week.
The opening follows the launch of a Skims summer pop-up in New York last month where visitors waited in a queue for over two hours every day to shop.
While currently happy to capitalise on the success of its pop-up format, Skims is planning to expand into free standing stores across the UK and EU territories within the next three years. It will also be opening a redesigned and expanded permanent Skims shop-in-shop space within Selfridges this summer.
