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 at the Mall of the Emirates in Dubai 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.
Dubai's Booming Retail Sector Sets the Stage
The UAE's retail landscape offers a compelling stage for celebrity-led brands. With 11 million residents and over 30 million annual visitors, the country's 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 seeking a foothold in the region. Sarah Jessica Parker launched her SJP shoe collection here, while Eric Trump is currently developing the $1 billion Trump Tower along Sheikh Zayed Road.
A Mixed Track Record for Celebrity Brands in the Gulf
However, celebrity ventures in the Gulf have not always succeeded. Past high-profile failures include German property developments branded with sports legends 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 — a cautionary precedent for the new Skims boutique.
Skims Enters with Global Momentum
Despite the risks, Skims — co-founded with designers Emma and Jens Grede — enters the UAE retail market with a strong global presence. The brand offers shapewear, loungewear, swimwear, and menswear under its "Solutions for Every Body" tagline, and has rapidly built a loyal international following since its 2019 launch.
Corporate Arabia will be watching closely to see if Kardashian's latest Dubai venture becomes a long-term retail success — or another fleeting celebrity experiment in the Gulf.
