If saving money was in your plans for the rest of 2025, consider those plans officially over. Kim Kardashian’s billion-dollar shapewear and loungewear empire, SKIMS, is opening its first-ever physical store in the region.
While the first-ever SKIMS store opened on Fifth Avenue in New York City in December 2024, followed by a West Hollywood flagship in April 2025, the upcoming Mall of the Emirates location will mark the brand’s debut in the Middle East, and Kardashian’s first retail venture in the region.
While there’s been no formal announcement from the reality-television-star-turned-entrepreneur herself or the brand, eagle-eyed shoppers have spotted the unmistakable SKIMS logo plastered over a soon-to-open storefront in the mall. And yes, that means we’re closer than ever to touching those buttery-soft bodysuits and viral matching sets IRL.
@ahlanlivedubai Dubai is finally getting a #skims store! No more having to waiting for long delivery or Ounass to get stock 🥰 #skimsreview #malloftheemirates #dubai ♬ Original Sound – Unknown
This marks a major milestone for the brand, which launched in 2019 and skyrocketed to success by redefining shapewear for the Instagram generation. What started as a direct-to-consumer online label offering inclusive, solution-focused undergarments has since expanded to include cotton basics, swimwear, men’s pieces, and even collaborations with fashion houses like Fendi. With a valuation of $4 billion and a reputation for selling out within minutes, SKIMS has evolved far beyond its DTC roots.
It’s a calculated move. SKIMS has already dipped its toes in the region through e-commerce platform Ounass, part of the Al Tayer Group—the powerhouse behind the UAE’s most coveted retail names, from Saint Laurent and Harvey Nichols to Prada. Now, Al Tayer is helping usher SKIMS into its brick-and-mortar era.
That the first-ever SKIMS store in the region is opening in Dubai isn’t a coincidence either. The 44-year-old is many things, but accidental is not one of them. Whether it’s launching SKIMS Men just in time for the Super Bowl or choosing A-listers like Neymar Jr. and Usher as campaign faces, every move is timed and tailored for maximum impact. Bringing SKIMS to Dubai is no different. The UAE—where retail spending is projected to hit $95 billion by the end of 2025—is fertile ground. In fact, the Middle East has one of the highest global average spends per luxury shopper, with UAE residents clocking in significantly above the global norm.
Dubai, with its mall culture, high foot traffic, and appetite for both luxury and viral labels, is the ideal launchpad. If this store performs as expected, it could serve as the blueprint for a larger regional retail rollout.
