The Crown Estate signs SKIMS to Regent Street location for UK debut

The Crown Estate has today announced the signing of US brand SKIMS, known for redefining the underwear, loungewear, and shapewear industry with its solution-focused approach, to its London retail portfolio. The upcoming opening will mark SKIMS’ first standalone store in the UK.

Occupying 12,000 sq ft at 245-247 Regent Street, SKIMS has signed a 10-year lease and is set to open in summer 2026.

Co-founded by Kim Kardashian and Jens Grede, SKIMS has earned global recognition for creating technically constructed collections that prioritize comfort, fit, and support for every body. With a commitment to innovation and inclusivity, the brand has reimagined the foundation of clothing through elevated, everyday essentials.

Joining other global fashion retailers and luxury brands, SKIMS will add to the mix of retail, entertainment, dining, and lifestyle brands on Regent Street. Opening its first UK store in this location is a testament to Regent Street’s enduring reputation as a destination that provides world-class experiences for visitors.

The signing also reflects the long-term ambitions of The Crown Estate to carefully curate diverse retail and leisure offerings in the West End. Committed to building on the West End’s heritage as a destination and commercial hub, brands such as SKIMS ensure the West End continues to meet the changing needs of its visitors.

Laura Thursfield, Retail Leasing Director at The Crown Estate, said: “Welcoming SKIMS in its first foray into the UK bricks-and-mortar market is an exciting moment for The Crown Estate. Emphasising Regent Street’s position as London’s premier lifestyle destination, the arrival of SKIMS highlights the area’s sustained attractiveness for global brands.

This opening will enhance the diversity of The Crown Estate’s wider retail and leisure offering, boosting both footfall and commercial activity in the West End by driving different audiences towards the world-class destination that is Regent Street.”

“Opening our first UK store on London’s iconic Regent Street is a landmark moment for SKIMS. Its global prestige and vibrant history make it the perfect setting to debut our immersive retail experience,” says Robert Norton, Chief Commercial Officer, SKIMS. “This milestone reflects our strategic focus on expanding into key global markets, bringing SKIMS’ unique brand vision directly to customers worldwide.”