American reality TV star and entrepreneur Kim Kardashian is bringing her fashion brand Skims to the Middle East, with the first regional boutique set to open in Dubai’s Mall of the Emirates later this year. An official launch date has yet to be announced, according to Arab News.
The Mall of the Emirates—famed for its indoor ski slope—is among Dubai’s most prestigious retail destinations. Until now, Skims products were available in the Gulf mainly online and through select retailers like luxury e-commerce platform Ounass.
The UAE’s booming retail sector offers an attractive stage for celebrity-led brands. With 11 million residents and over 30 million annual visitors, the Emirates’ retail sales are forecast to hit $70 billion this year, a 13% rise from 2024, according to consultancy AlixPartners. Dubai has long drawn global stars, from Sarah Jessica Parker, who launched her SJP shoe collection here, to Eric Trump, currently developing the $1 billion Trump Tower along Sheikh Zayed Road.
However, celebrity ventures in the Gulf have not always succeeded. Past high-profile failures include German property developments branded with sports legends like Boris Becker and Michael Schumacher, and fast-food chain Nordsee, which exited the market after struggling to adapt to local tastes. Even Kardashian herself saw her Millions of Milkshakes store in Dubai Mall close a few years after its 2011 debut.
Despite the risks, Skims—co-founded with designers Emma and Jens Grede—enters the region with a strong global presence, offering shapewear, loungewear, swimwear, and menswear under its “Solutions for Every Body” tagline.
Corporate Arabia will be watching closely to see if Kardashian’s latest Dubai venture turns into a long-term retail success—or another fleeting celebrity experiment in the Gulf.
