Kardashian’s Skims Has a Global Plan That Starts in London
Leaders with Francine Lacqua
Bloomberg
4.6 • 64 Ratings
🗓️ 20 July 2023
⏱️ 26 minutes
🧾️ Download transcript
Summary
Jens Grede, co-founder and chief executive of Kim Kardashian’s new underwear label Skims says he finds inspiration in the creation story behind Nike’s Air Jordans. The cross-generational line of basketball shoes started in the 80s remains a part of global culture, and Grede says he aims to do the same with the celebrity influencer and her new brand.
He joins this week’s In the City with host David Merritt and reporter Katie Linsell to discuss the brand’s identity and expansion plans. Next year, Skims will open stores in New York and Los Angeles. But it also has an aggressive, global expansion plan that starts in the UK. Grede says London is “the best way to market to the rest of the world: It’s the natural entry point for an American consumer brand before it expands into Europe or the Middle East.”
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| 0:54.9 | now on Apple, Spotify or anywhere you listen. I was very inspired by the Jordan brand when |
| 1:03.0 | Kim and I founded Skims. I still am. I bought my first pair of Jordans when I was 13 and I'm still |
| 1:08.1 | wearing Jordans most of the days. |
| 1:17.2 | What Kim and I did was to build a brand inspired by her, not dependent on her. |
| 1:22.6 | We tried to build a brand that is an active participant in popular culture. I'm David Merritt and this is in the city, Bloomberg's podcast, connecting you to the conversation's heart of the city of London. |
| 1:36.2 | This week, a conversation with Jens Greed, who is the co-founder and chief executive officer of Skims. |
| 1:43.7 | If you haven't heard of it, that is Kim Kardashian's underwear and loungeware label. |
| 1:50.4 | And with Francine out, I asked our UK retail reporter, Katie Linsell, to join the podcast |
| 1:57.1 | and the conversation with Yen. |
| 2:00.3 | I really did need your insight on the return industry, |
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