Dive Brief:
- The Kim Kardashian-founded apparel brand Skims on Tuesday opened a summer pop-up shop at Rockefeller Center in New York City, according to details shared with Retail Dive.
- Visitors can shop from Skims’ assortment of summer essentials, including swimwear, cotton t-shirts, underwear packs and more. The shop is located at The Channel Gardens at Rockefeller Center on 620 Fifth Avenue and is open Monday through Friday.
- The pop-up shop will be open through May 29, and is decorated in a blue theme with a diving board water feature. Customers can also grab food provided by Morgenstern’s Ice Cream.
Dive Insight:
Skims’ latest retail activation in New York City marks its fourth pop-up shop ever, according to the brand. The New York City space was designed with Willo Perron of Perron-Roettinger.
The apparel company previously opened two pop-up shops in Los Angeles and one in Miami, with its most recent being a Valentine’s themed shop at Century City.
Earlier this month, Skims launched at Saks Fifth Avenue’s New York City flagship store and online. The launch featured a dedicated, specially designed fifth-floor space for the brand that showcased several collections from Skims. The brand will become available in more Saks stores by the end of the quarter, including in Houston and Boston.
Skims also added to its C-suite this year by appointing Robert Norton as its chief commercial officer in January. Norton had most recently worked for about five years as president at the Italian luxury brand Moncler. He also served as CEO of Americas at Roberto Cavalli and worked at Ralph Lauren for over 13 years.
Skims was listed in January as one of the top 10 fastest-growing apparel and accessories websites, according to Similarweb. Skims’ website traffic grew by 157% in 2022, per the report. Similarweb also found that the top digital brands got 26.5% of traffic from organic searches, while 18% of their traffic came from paid searches and 6.3% from social media.
