Flush with $240 million in fresh funds, here's where experts predict the brand is headed next:
's Alexandra Mondalek in a recent profile, "it took Nike 12 years to reach $100 million; it took us six months."
"I sometimes say that Skims is the closest thing to a sure thing you can get in the space of fashion startups, or emerging brands in the fashion category," says Dulma Altan, the founder and CEO of, a private community for female founders. "This is, for investors, a rare growth opportunity where it just seems like everything is aligned."
In the most general sense, the Kardashian brand appeals to a multigenerational shopper who's fluent in digital culture, explains Thomaï Serdari, adjunct professor of marketing and director of the Fashion & Luxury MBA at New York University's Stern School of Business. The Skims customer uses social media not just to shop and to research, but also to plop opinions all across the internet in the form of streamlined comments and reviews.
There was also the matter of timing. Upon its launch in September 2019, Skims was largely regarded as a shapewear company set on reinventing tired, traditional waist trainers and pasties for the next generation. A slew of tangential categories — including underwear, accessories and as of Friday, swimwear — followed.
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