Kim Kardashian West’s Skims Launches in the Middle East
Skims has moved to a new home again - this time in the Middle East.
The shapewear and innerwear brand founded by Kim Kardashian West is now available at Ounass.com, the luxury platform for men's and women's clothing, accessories, shoes, beauty and housewares in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates.
"People in the Middle East are very fashion conscious and trendsetters," Eda Kuloglu, chief merchandising officer at Ounass, told WWD. “And we always felt that this market needed a shapewear option for our women to find solutions to improve their silhouettes. [In the past] the only options in our market were very limited. We always wanted to offer our wife the best, most upscale luxury option from the world's most desirable and best brands. Skims is the perfect answer because the brand is suitable for everyone, from petite to plus sizes, for every color and shape. It's everyone's first choice and has a loyal following and people love Kim Kardashian. "
The collaboration with Ounass marks the second international expansion of Skims. In October, Skims started at Selfridges in England. In addition to Skims.com, Skims is also available from Net-a-porter and Nordstrom. The brand, which Kardashian West founded more than a year ago, is said to have sold out several collections.
"I'm very excited that Skims will continue to expand and have a greater global presence," said Kardashian West. "I was in Dubai for the first time in 2011 and it's one of my favorite places. I can't wait for Ounass customers to discover and try out the products."
The full range of Skims - including lingerie, loungewear, nightwear and traditional shapewear - landed on the Ounass website earlier this month.
So far, the Cozy collection, which is filled with loungewear essentials, has been number one among the sellers, followed by the Velor collection (also known as loungewear) and the Seamless Sculpt.
And while the future of shapewear may be uncertain as consumers settle into their homes and major events are postponed or canceled altogether, Kuloglu said the textured pieces in the Middle East continue to trend well.
"The fashion is a little different from the US," she said. “People here still wear their clothes; They are still very chic. Even during the pandemic, dresses sold very well when the rest of the world sold loungewear. "
Kuloglu added that the partnership is a long-term collaboration with Skims. "The more new collections you have, the better our plan is to introduce them [on ounass.com]," she said.
Not only is Ounass the only place to buy skims in the region, but it also offers two-hour delivery for buyers in Dubai and Abu Dhabi thanks to a warehouse in Dubai. The company recently opened a warehouse in Riyadh, Saudi Arabia and is aiming for three-hour delivery in the country.
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