UK retailers challenge SKIMS with affordable alternatives and expanding collections

Primark strategically positioned a mobile billboard near SKIMS’ newly opened Regent Street flagship to promote its £9 shaping bodysuit as a cost-effective alternative to Kim Kardashian’s premium offering. The campaign featured the slogan “These Kim’s prefer Primark £9 shaping bodysuit” during SKIMS’ launch week, targeting customers entering the 12,000 sq ft store.

The SKIMS Seamless Sculpt Thong Bodysuit, available at the UK flagship, retails for £84 – a stark contrast to Primark’s budget-friendly version. This promotional tactic coincided with Primark’s recent “Iconic Value” initiative, which lowered prices across hundreds of womenswear, menswear, and kidswear items.

Intensifying competition in the UK lingerie market

The response to SKIMS’ UK entry has prompted local brands to strengthen their positions. According to Monzo data, consumer spending on SKIMS reached £1.8 million by 2025. In April, Marks & Spencer unveiled “BODY”, a 300-piece lingerie collection starting at £16 featuring 360-degree stretch, laser-cut edges, and targeted sculpting. The retailer reports selling a bra every two seconds.

Lounge Underwear responded with a 34-piece engineered essentials collection spanning sizes 28A-40G and XS-3XL. Product Director Emily Blount described the launch as “a system of fit-led pieces designed to replace compromise with confidence,” emphasizing size inclusivity as a key differentiator.

SKIMS expands UK retail footprint

SKIMS’ first UK flagship opened at 245-247 Regent Street on 24 July 2025, marking its largest European retail location and a move beyond previous wholesale availability through Selfridges, Harrods, and END. Co-founder Jens Grede emphasized flagship stores’ role in creating “meaningful customer experiences.”

Kim Kardashian, co-founder and Chief Creative Officer, highlighted London’s fashion significance, calling the opening a “particularly exciting” milestone. The £5 billion valuation from a 2025 funding round has accelerated SKIMS’ physical retail expansion, including Dubai Mall and upcoming Delhi-Mumbai stores. The brand, founded in 2019, has evolved from direct-to-consumer shapewear into a multisector apparel business with partnerships like NikeSKIMS.

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