Jens Grede, CEO of Skims, pushes back against the perception that Kim Kardashian's shapewear empire relies solely on celebrity hype. Speaking to WWD, Grede emphasizes that the brand's explosive growth stems from product innovation and operational rigor, not just Kardashian's social media clout.
Skims has moved beyond its shapewear origins to become a comprehensive intimates and loungewear powerhouse. The brand's expansion into London and Dubai reflects serious retail ambitions. Grede stresses that scaling physical locations requires robust supply chain management, fabric technology, and fit engineering. The brand invests heavily in product development. Each collection addresses specific body types and comfort needs, not aesthetic flourishes.
The misconception persists that Skims trades entirely on celebrity endorsement. Grede's rebuttal centers on repeat purchase rates and customer lifetime value metrics that rival legacy brands. Skims achieves this through obsessive attention to core fundamentals. The brand owns manufacturing partnerships, controls quality at every stage, and maintains inventory discipline.
Kardashian's role as founder and face matters, certainly. But Grede frames her involvement as strategic creative direction rather than content machine labor. She shapes product vision. She doesn't simply post and profit.
This distinction matters as Skims pursues luxury positioning. The brand prices competitively against established intimates players like Victoria's Secret and Spanx. Yet Skims commands loyalty from younger demographics who view the brand as contemporary, inclusive, and innovation-driven. The expansion into physical retail across London, Dubai, and other markets requires the operational infrastructure of a genuine fashion company.
Grede's push to reframe Skims reflects broader industry evolution. Direct-to-consumer brands built on influencer momentum increasingly must prove staying power through tangible product quality and business sophistication. Skims