Kim Kardashian and Jens Grede’s fast-growing SKIMS brand has announced the opening of its first men’s multi-brand shopping experience at the END. flagship on Broadwick Street in Soho, London. 

And it said the link-up is a “significant milestone” for for its men’s offer by “bringing a one-of-a-kind shopping experience to consumers in an international market for the first time”.

Located on END.’s first floor, the new pop-up shopping experience allows consumers to shop the American brand’s best-selling men’s underwear and foundations including the signature Cotton and Stretch collections. 

“Since the launch of SKIMS Mens, we have been envisioning the customer experience in physical retail around the globe,” said Jens Grede, CEO and co-founder of the label. “Like SKIMS, END. is known for sitting at the intersection of culture and style, with a very loyal community following. We’re grateful for the partnership and look forward to bringing our worlds together.” 

The label has a dedicated brand space at the Soho store, adorned with SKIMS’ signature curved logos and neutral finishes.

Robert Norton, the brand’s Chief Commercial Officer, said the launch with the retailer is “a merging of two brands focused on a new generation of consumers in London. END. has a reputation for delivering incredible community-led, conceptual experiences that are not only focused on the consumer shopping journey but simultaneously helping to shape culture, which aligns seamlessly with SKIMS’ values.”

The company also said that the debut “underpins the brand’s focus on international expansion and work to reach and acquire new consumers beyond its direct audience. Within the past year in London, SKIMS unveiled a Swim pop-up experience at The Corner Shop in Selfridges last June and opened all-new curated shop-in-shop experiences at Selfridges and Harrods. Further, [it] has teased the opening of its first freestanding stores in Europe, including London”.