SKIMS Just Opened Its Biggest Middle East Store Yet

SKIMS opened its second UAE store in Dubai Mall and this one isn't a modest follow-up. At 6,200 square feet, the new flagship is nearly twice the size of the brand's Mall of the Emirates location, built in partnership with regional retail heavyweight Al Tayer Insignia (the same group behind Bloomingdale's, Harvey Nichols, and Gymshark's Gulf presence).

The store leans into the brand's now-signature look, a warm monochrome palette, sculptural fixtures, a circular ceiling installation built to mimic natural daylight, and large-format screens running SKIMS campaigns on loop. There's a reimagined “SKIMS Bar” with integrated seating meant to slow people down and get them actually trying product, plus fitting rooms big enough to have their own lounge areas, retail-as-hangout, not retail-as-transaction. The assortment goes deep on SKIMS Mens and NikeSKIMS, both expanded well beyond what the first UAE store carried.

Kim Kardashian and Jens Grede both framed it as a bet on the region rather than a one-off: Kardashian called the response to the first Dubai store “incredible,” and Grede pointed to retail as core to “how customers discover SKIMS” globally. Al Tayer Insignia's Dee Sarai echoed the same – the Mall of the Emirates location “exceeded expectations,” and Dubai Mall's foot traffic pushes the brand to an even wider audience.