- by cnn
- 15 Aug 2024
Skims, the underwear and apparel brand founded by Kim Kardashian, is hoping to attract new customers: men.
The four-year-old shapewear brand is expanding beyond female clothing and into men's products, with a new lineup launching Thursday that includes briefs, undershirts, boxers and leggings. Prices range from $16 to $54 depending on the item. Men's sizes will also encompass Skims' body positivity focus and stretch from extra small to 5X.
Expanding into menswear is also a possible prelude to an initial public offering for the company, however nothing has officially been announced.
As a business strategy, Skims stretching out into men's apparel appears to be a no-brainer, considering that men's underwear is a $5.7 billion market, with sales up 2% over the past year, according to Circana's consumer tracking data given to CNN. Skims also said that men already account for more than 10% of its existing customer base. Three collections made from different fabrics will be released on Thursday: cotton, stretch and sport.
"The expansion into the menswear space is a major milestone for the brand, and a testament to Skims' commitment to providing solutions for everybody," said Kardashian in a press release. Skims has primarily focused on women's clothing, such as bras and underwear, but in 2020 released a unisex collection of robes and onesies.
Skims also enlisted three high-profile athletes to be the face of the collection, San Francisco 49ers player Nick Bosa, Brazilian soccer superstar Neymar Jr. and NBA player Shai Gilgeous-Alexander.
Skims has been a major success story for Kardashian with the privately held company recently valued at a whopping $4 billion. It recently raised $270 million in its latest fundraising round this past July.
Fontainebleau Las Vegas, the Strip’s newest luxury resort and casino, is set to make history in November as it debuts the exclusive Aston Martin British Bloodline experience, a premier event coinciding with Race Week 2024. This highly curated collection of current and rare vintage performance cars will showcase the iconic style and unmatched intensity of the British ultra-luxury brand against the thrilling backdrop of the Formula 1 Heineken Silver Las Vegas Grand Prix.
read more