Dubai’s retail scene has welcomed another global name. SKIMS, the shapewear and lifestyle brand co-founded by Kim Kardashian, has opened its first permanent Middle East store at Mall of the Emirates.
The store officially opened to the public on December 22, 2025. This marks a major milestone for the brand as it moves beyond online and pop-up formats in the region and plants its flag in one of Dubai’s most visited shopping destinations.
The SKIMS Mall of the Emirates store has launched in partnership with Al Tayer Insignia, the brand’s regional retail partner. The opening forms part of SKIMS’ broader international growth strategy, with Dubai playing a key role in its global retail plans.
SKIMS chose Dubai for its first regional store
Dubai continues to be the first stop for international brands entering the Middle East. With its diverse population, steady tourist flow, and strong appetite for global fashion, the city offers the right mix of visibility and spending power.
Mall of the Emirates is a natural choice. It remains one of Dubai’s busiest malls, drawing families, residents, and visitors year-round. From weekend shoppers to tourists staying nearby, the footfall here works in favour of brands looking for scale.
For SKIMS, Dubai also makes sense culturally. The city has a growing demand for premium everyday wear. Comfort-led fashion, versatile basics, and high-quality loungewear have found a strong audience across the UAE. SKIMS fits neatly into that lifestyle shift.
The opening also reflects a wider trend. Global brands are increasingly committing to permanent stores in Dubai, moving beyond short-term pop-ups and testing phases.
What shoppers will find inside the SKIMS store?
The SKIMS Mall of the Emirates store brings the brand’s signature look to Dubai. The space follows a clean, modern design with soft tones and simple layouts. It feels calm, open, and easy to shop, even during busy mall hours.
Inside, customers can browse a curated selection of the brand’s best-selling shapewear, underwear, loungewear, and everyday essentials. The focus remains on comfort, fit, and fabric quality, the same elements that have built SKIMS’ global following.
Dubai shoppers are also likely to appreciate the brand’s inclusive sizing. SKIMS is known for offering a wide range of sizes without compromising on design, something that resonates well in a city as diverse as Dubai.
For many residents, the store removes the hassle of ordering online or waiting for international deliveries. Being able to see, feel, and try the products in person adds to the overall shopping experience.
The role of Al Tayer Insignia in the launch
The store has opened in partnership with Al Tayer Insignia, one of the UAE’s most established luxury and lifestyle retail groups. The company manages several international brands across fashion, beauty, and home in the region.
Al Tayer Insignia’s understanding of local shopping habits, mall dynamics, and customer expectations has played a key role in bringing SKIMS to Dubai in a permanent format.
This partnership also signals long-term commitment. The decision to open a full-scale store, rather than a temporary retail space, shows confidence in the Middle East market and in Dubai’s retail ecosystem.
Shoppers in the UAE tend to engage more with brands that invest locally. A permanent store helps build familiarity, trust, and repeat visits over time.
This opening says alot about Dubai’s fashion landscape
Dubai has steadily positioned itself as a global fashion and lifestyle hub. From luxury labels to celebrity-backed brands, the city continues to attract names that want strong regional visibility.
The arrival of SKIMS adds to that momentum. Shapewear and elevated basics are no longer niche categories. They have become everyday wardrobe staples, especially for residents who travel often or prefer comfort-led fashion.
The opening also highlights how celebrity brands are evolving. Physical retail still matters, especially in cities like Dubai where shopping remains a social and lifestyle activity, not just a transaction.
Mall of the Emirates, already home to several international brands, now adds SKIMS to its retail mix, strengthening its position as a go-to shopping destination in the city.
Could this be the start of more SKIMS stores in the region?
While this is SKIMS’ first permanent store in the Middle East, it may not be the last. Dubai often acts as a launchpad for brands before they expand to other emirates or neighbouring markets.
Seasonal drops, limited-edition collections, and in-store activations could follow, especially during high-traffic periods such as Dubai Shopping Festival, Eid holidays, and the festive season.
For now, the focus remains on establishing a strong presence in Dubai and introducing the brand to a wider regional audience through this flagship store.
The opening of the SKIMS Mall of the Emirates store is a clear sign of Dubai’s continued pull for global fashion brands. It reflects changing shopping preferences in the UAE and growing demand for premium, comfort-driven lifestyle wear.
With a prime location, a trusted local partner, and a loyal global fan base, SKIMS’ Middle East debut starts on solid ground.
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