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Business Wars

Spanx vs Skims | Kim-Oh-No | 2

Business Wars

Wondery

History, Business, David Brown, Management

4.613.2K Ratings

🗓️ 26 March 2025

⏱️ 46 minutes

🧾️ Download transcript

Summary

For over a decade, reality star Kim Kardashian was one of Spanx’s biggest boosters. She frequently spoke of wearing the product on the red carpet and on her social media pages, even if she was cutting it, dying it, and sewing multiple pieces together to make it work for her. And in 2017, she decides that’s time to take her deep knowledge of shapewear and start her own company to rival Spanx. Going after the industry leader is no sure bet, but Kardashian has fame and fortune on her side.  

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Transcript

Click on a timestamp to play from that location

0:00.0

It's June 2019, and Kim Kardashian paces the floor of the offices of her shapewear company.

0:14.2

Sitting on the couch watching her are the co-founders of the company, husband and wife team

0:18.3

Yens and Emma Greedy.

0:20.9

Kardashian turns to the couple and asks them how they could have all been so stupid.

0:26.6

For two years, Kardashian has been building her shapewear company.

0:30.3

She served as the creative designer and fit model for every garment the company has ever

0:34.5

developed, giving detailed feedback on the cut and feel of each piece,

0:39.2

weighing in on which fabric they should use. And a few days ago, she officially announced to the

0:44.4

world via her Instagram account the start of this new company. She thought it would be a triumphant

0:50.3

moment. This isn't her first foray into launching a brand. Over the years, she's launched

0:56.1

beauty lines, perfumes, a jewelry collection, a mobile game, and more. They've turned a profit,

1:02.1

helping her build a net worth of more than $50 million. But this shapewear company is her baby.

1:09.0

She fully believes in it in a way that she hasn't with past endeavors.

1:13.4

But now, she's wondering if that confidence is misplaced. She turns back to the gritties.

1:19.8

She asks how they waited into the backlash they're facing right now. In retrospect,

1:25.4

their error is blatantly obvious. Yens agrees. They did make a misstep,

1:31.1

and it's not how they would have wanted to kick off their new company, but what's done is done.

1:36.6

They need to figure out how they're going to respond. Emma agrees. She asks Kardashian

1:42.2

what she wants to do. They can push forward with their original plan,

1:46.8

or they can hear what people are saying online and adjust course. It's up to Kardashian.

1:52.7

Kardashian flops into a chair. She's no stranger to controversy. She's one of the most

1:57.4

polarizing celebrities in the world. If she gave in every time people on the

...

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