Kim Kardashian’s Skims to launch at new Auckland department store Faradays
Kim Kardashian’s global shapewear brand Skims is coming to New Zealand later this year, as the marquee signing of new Auckland department store Faradays.
The brand was co-founded in 2019 by Kardashian and Jens Grede, who is also chief executive, and has been valued at US$5 billion ($8.8b).
Skims offers a range of technically constructed underwear, shapewear, loungewear and swimwear, and has grown to become one of the largest brands of its kind globally.
Faradays creative director and co-founder Constance von Dadelszen said she wanted to open the fashion conversation at Faradays with a brand that the world already loves, but that New Zealand has never had access to.
“Skims does that perfectly. It is one of the most culturally relevant brands in the world right now, and the fact that it is also genuinely accessible and the sizing is inclusive – makes it exactly the kind of brand we want to champion from day one,” Dadelszen said.
Dadelszen said Faradays was building a retail proposition rooted in experience and service, with a roster of activations, events and an ecosystem of content that means a brand can be experienced “well beyond the four walls of the store”.
“Skims is a strong example of a brand that understands the value of physical retail, and how important it is to connect with customers in a real-world environment.”
Skims chief executive and co-founder Jens Grede said bringing the brand to New Zealand marked an exciting milestone in its continued international expansion.
“Faradays’ distinctive point of view and strong connection to the local customer on Queen St make them the ideal partner to introduce Skims to the market while delivering an experience that feels consistent with our global brand vision,” Grede said.
The first release of Skims at Faradays will be priced from $35, with NikeSkims, a collaboration with sports brand Nike, also available at Faradays in spring.
Faradays chief executive Edward von Dadelszen earlier revealed to the Herald that 130 brands had signed on to the department store, although this has now been lifted to 150.
Additional announcements as to what brands are coming will be revealed in the coming weeks, with the business hinting towards more in fashion, childrenswear, beauty, tech and lifestyle.
“The names that Skims will sit alongside is an exceptionally strong group of global brands,” Dadelszen added.
Announced in November last year, the $30 million Faradays development at 131 Queen St is a three-level, 3000sq m space being turned into a multi-use department store featuring a restaurant, retail experiences and valet parking.
The venture is headed by Edward von Dadelszen, alongside developer Andrew Krukziener and property investor Mark Francis.
Construction in the building is currently underway, with a three-storey concrete staircase inspired by American artist Donald Judd set to be installed in the centre of the site.
Edward von Dadelszen said the building’s fit-out had been in progress for the past four months, and was being imported for installation to begin this month.
Around 227,000 different stock-keeping units (SKUs) will be available across the aforementioned brands, with at least 80 staff expected to operate the store.
Von Dadelszen said he was certain that there’s a market for a department store in New Zealand, despite the recent closure of Smith and Caughey’s in May last year.
“I think when you see what our buying team have worked on, everything feels like it goes together, and that’s something that you only get to experience when you’re in the space when it’s finished. I feel like we’ve pulled that together really well.”
Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.
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