Skims doubles stores: what does wholesale footwear learn?

Skims accelerates: from online sales to 100 physical stores by 2028

The intimate apparel brand founded by Kim Kardashian in 2018, Skims, has announced an ambitious retail expansion plan. According to the company, it expects to reach 55 stores by the end of this year and surpass 100 before 2028. Among the new openings, key markets stand out such as Seoul (South Korea), Delhi and Bombay (India) and, most recently, its landing in the United Arab Emirates. This move represents a significant strategic shift for a brand that was born exclusively in the digital channel and now firmly bets on the physical channel as a growth lever.

The news reflects a trend that the wholesale footwear sector in Spain should not ignore: physical retail is not dead, but its function has changed. Skims stores are not mere points of sale, but spaces for brand experience, try-on, and loyalty building. For a footwear wholesaler, this model offers direct lessons on how selective presence in premium locations can elevate the perceived value of a product and serve as a springboard for international expansion. It is not about saturating the channel, but about strategically choosing where and how to be present.

B2B implications for footwear stores and wholesalers

For a footwear retailer, Skims' strategy underscores the importance of true omnichannel. Today's customer expects to be able to see, touch, and try the product in store, but also buy online picking up in store or with flexible home delivery. A retailer that only thinks about storefront or only ecommerce misses opportunities. Skims' expansion shows that the most disruptive brands integrate both worlds, and that footwear, due to its need for try-on, benefits especially from well-managed physical channels.

For the footwear wholesaler, the lesson is twofold. First: work with brands that have a clear vision of physical retail, because that guarantees turnover, replenishment and consistent demand. Second: the wholesaler can be inspired by Skims' model to help their retail clients with assortment strategies and visual merchandising that turn the store into a destination, not just a point of transaction. Furthermore, the bet on Asia and the Middle East indicates that emerging markets continue to offer growth opportunities for Spanish footwear, especially in mid-to-high segments where design and Made in Spain quality are differentiators.

"Physical retail has not died; it has evolved into an experiential model that footwear brands must understand to compete with fast fashion giants and digital pure players."

Spanish market context: lessons for wholesale footwear

In Spain, the wholesale footwear sector faces similar challenges: pressure from large online operators, changes in post-pandemic consumption habits, and the need for differentiation. Brands like Skims, which start from scratch and manage to build a physical network in less than a decade, show that digitalization is not the enemy of brick-and-mortar. On the contrary, online sales data can guide the opening of physical stores in the highest-demand locations, optimizing investment.

Furthermore, entering markets like India or the United Arab Emirates should be a wake-up call for Spanish wholesalers: these countries value affordable luxury and Western fashion, and Spanish footwear has a niche if presented with a narrative of quality, design, and craftsmanship. The key lies in partnering with reliable local distributors and adapting the assortment to each climate and culture of use, something Skims has done successfully by launching technical garments for warm climates in its new geographies.

What can a footwear wholesaler do today?

The news about Skims is not an anecdote from another sector, but a sign of where fashion retail is heading. For a footwear wholesaler, the concrete actions that can be drawn are: 1) analyze the high-demand areas of their current clients and propose improvements to the store experience; 2) study the feasibility of opening their own showrooms or corners in department stores; 3) invest in digitalizing the catalog so that the retailer can prescribe the product before it reaches the storefront; and 4) explore agreements with local platforms in emerging markets.

In short, Skims' expansion confirms that the physical channel remains a thermometer of brand success, and that the wholesaler who understands this dynamic and helps their clients implement it gains a competitive advantage. Spanish footwear, with its tradition and innovation, is in a privileged position to capitalize on this trend if it acts quickly and with strategic vision.

Conclusion: physical retail, digitalization, and global markets

Skims will double its store count and surpass 100 before 2028, moving toward a hybrid model that wholesale footwear must watch closely. The combination of a strong digital brand, in-store experience, and international expansion is the new standard. In a market like Spain, where the footwear wholesaler has deep roots, integrating these lessons can be key to not just surviving, but thriving in the next decade.

Looking for a wholesale footwear supplier? Register at CalzadosJAM →