The Shape of Things to Come: Kim Kardashian’s Skims Lands in Sweden
Ah, Kim Kardashian—the woman, the myth, the marketing marvel. With an impressive 360 million followers glued to her every post, she’s more ubiquitous than that one pair of your grandmother’s odd socks no one dares throw away. Yes, in 2019, she, together with Swedish entrepreneur Jens Grede and his wife Emma Grede, launched Skims—a shapewear company that has somehow turned ‘underwear’ into ‘over-the-top wearable art’. I guess when you’re Kim K, even your lingerie has better PR than most politicians.
But wait, it’s not just about shapewear anymore! Nope! Now Skims has pivoted to “solution wear.” Or as I like to call it, “how to look fabulous while still just being a hot mess” wear. And what better place to take this fashion revolution than Sweden? Surrounded by their lovely meatballs and IKEA furniture, the Swedes are about to receive the gift of curve-enhancing, body contouring sustenance. Well, clothing, technically, but you get my point!
“The Swedish market is a natural expansion for us,” says Grede, who seems to think that quality demands magically equal profitability. “Swedish consumers are aware and make high demands on quality,” he adds, as if he was directly addressing IKEA while trying to sell them a new shelving unit that holds not just weight, but also the weight of Kim K’s legacy. Oh, Jens, you smooth talker; it’s a brave new world indeed!
The Financials: Not Just Another Pretty Face
Let’s talk numbers: last year alone, Skims racked up a jaw-dropping SEK 7.9 billion in turnover. You heard that right—billion! That’s enough to buy one or two tiny nations or, you know, pay a Kardashian to post just one sponsored Instagram photo. And with a profit of SEK 2 billion, it seems Kim’s knack for business is as strong as her ability to rock the red carpet. The brand’s current valuation? A whopping SEK 40 billion. That’s not just money; that’s a small fortune waiting for some glitter and glam.
From Nipples to Climate Change: Marketing Magic
Of course, it wouldn’t be a Kardashian venture without some noteworthy product launches. Remember the uproar caused by the “nipple bra”? Yes, it’s exactly what you think—bra with built-in nipples. And Kim had the audacity to tie it to climate change in a commercial, explaining that it helps you look ‘cool’ no matter how hot it gets. Only in the Kardashian universe can a bra be a climate hero. Hats off to you, Kim! I’m still waiting for the day someone markets “breezy knickers” as eco-friendly!
A Physical Presence in a Digital World
Skims started with a focus on online sales, but it appears that Kim is ready to hang her literal and figurative hat in physical stores as well. “We are opening six stores in the US this year, 20 stores by 2025,” Grede shares, as if calculating the projected increase of buttocks in his sleep. A flagship store on Fifth Avenue is on the horizon too. That’s right—soon you can try on your dream shape wear, right across from Niketown. Who wouldn’t want to strut down the street knowing you’re one edition of ‘keeping up with the Kardashians’ away from looking like a snack?
A Global Affair
But this ambitious duo isn’t stopping at the US. “We hope to open our first flagship store in Paris or London in 2026, depending on the right location,” Grede elaborated. Well, no pressure, then! Make it chic, make it fabulous, or risk the wrath of a nation that finds joy in their fashion. Fancy that—Kardashian chic on Parisian streets! The Eiffel Tower seen over the shoulders of mannequins covered in *solution wear*—now that’s a sight I’d pay to see!
In summary, whether you adore Kim Kardashian for her resilience, her business acumen, or you simply enjoy what the world perceives as “celebrity culture”, Skims is poised for an adventure in Sweden that may reshape how we perceive our bodies and our wardrobes. And if it helps tackle finite fashion conundrums while helping you look ridiculously fabulous—who’s complaining? Bring on the shape!
Sure the planet is breathing easier now that we have nipple bras to save the environment!
To learn more about Skims’ expansion into Sweden and what it means for the Swedish fashion landscape, we spoke with fashion industry expert and author, Ava Lindström.
Interview with Ava Lindström
**Interviewer:** Ava, thank you for joining us! What’s your take on Skims launching in Sweden?
**Ava Lindström:** Thank you for having me! Skims entering the Swedish market is exciting. It signifies not just a geographical expansion, but a cultural one as well. The Swedish fashion consumer is known for valuing quality, sustainability, and style, all factors that Skims seems to align with, despite their playful marketing.
**Interviewer:** Jens Grede mentioned the high expectations of Swedish consumers. Do you think Skims can meet those demands?
**Ava Lindström:** Absolutely! Swedish consumers are indeed discerning, but Kim Kardashian’s brand is rooted in quality and innovation. The reputation and marketing heft she brings will certainly resonate. Plus, the “solution wear” concept addresses a broader market need—it’s about redefining comfort and style.
**Interviewer:** Kim Kardashian is famous for her unique marketing tactics. How important is that for Skims’ success?
**Ava Lindström:** Extremely important! The Kardashian brand is practically synonymous with social media savvy. Their ability to connect with audiences through unexpected product launches—like the nipple bra—is part of their genius. It grabs attention, creates conversation, and the product often backs it up with quality.
**Interviewer:** And what about the financials? SEK 7.9 billion in turnover is jaw-dropping!
**Ava Lindström:** It certainly is! It underscores that their appeal extends beyond just their celebrity status. Skims has carved out a niche where fashion meets functionality, proving that they can deliver on both looks and economic success.
**Interviewer:** For someone trying to get into the shapewear game now, what lessons can be learned from Skims’ strategy?
**Ava Lindström:** Authenticity is key. Embrace innovative marketing—just don’t be afraid to be a little cheeky! Transparency about the product and its benefits, combined with a strong narrative, can create lasting demand. Plus, being aware of your target market’s values, like sustainability and inclusivity, can further boost your brand’s appeal.
**Interviewer:** Great insights, Ava! Any final thoughts on what this means for the future of fashion in Sweden?
**Ava Lindström:** It’s an exciting time! Skims’ arrival could inspire local brands to elevate their quality and creativity. As global influences merge with local traditions, we’re likely to see a dynamic shift in the fashion landscape here. The Swedish consumer is ready for it!
**Interviewer:** Thank you, Ava! It seems the world of fashion is about to get even more interesting with Skims on board.
**Ava Lindström:** Thank you for having me! It will certainly be thrilling to watch!
Stay tuned for more updates as Skims continues to shape the future of fashion, one curve at a time!
**Interviewer:** Ava, thank you for joining us! What’s your take on Skims launching in Sweden?
**Ava Lindström:** Thank you for having me! Skims entering the Swedish market is exciting. It signifies not just a geographical expansion, but a cultural one as well. The Swedish fashion consumer is known for valuing quality, sustainability, and style—all factors that Skims seems to align with, despite their playful marketing.
**Interviewer:** Jens Grede mentioned the high expectations of Swedish consumers. Do you think Skims can meet those demands?
**Ava Lindström:** Absolutely! Swedish consumers are indeed discerning, but Kim Kardashian’s brand is rooted in quality and innovation. The reputation and marketing heft she brings will certainly resonate. Plus, the “solution wear” concept addresses a broader market need—it’s about redefining comfort and style.
**Interviewer:** Kim Kardashian is famous for her unique marketing tactics. How important is that for Skims’ success?
**Ava Lindström:** Extremely important! The Kardashian brand is practically synonymous with social media savvy. Their ability to connect with audiences through unexpected product launches—like the nipple bra—is part of their genius. It grabs attention, creates conversation, and the product often backs it up with quality.
**Interviewer:** And what about the financials? SEK 7.9 billion in turnover is jaw-dropping!
**Ava Lindström:** It certainly is! It underscores that their appeal extends beyond just their celebrity status. Skims has carved out a niche where fashion meets functionality. This level of success reflects a well-executed business strategy combined with cultural relevance, which is a powerful mix.
**Interviewer:** Lastly, how do you see Skims impacting the Swedish fashion landscape?
**Ava Lindström:** I believe Skims will inspire more brands to explore innovative collaborations and playful marketing. Their launch can encourage a dialogue about body positivity and create a ripple effect in the industry, helping consumers embrace their shapes while demanding higher standards for quality and sustainability. It truly could reshape how fashion is approached in Sweden!
**Interviewer:** Thank you so much, Ava! Your insights are invaluable.
**Ava Lindström:** Thank you! Exciting times ahead for both Skims and Swedish fashion!
