Kim Kardashian’s Skims grows double digits, defies industry 

Kim Kardashian’s shapewear brand Skims DTC sales continue to grow double digits despite flat or down growth in the broader Intimate and Swimwear category according to Earnest Analytics credit card data. Skims is one of several celebrity brands outperforming their markets lately. Sales growth at the brand, which recently was valued at $4bn, is down from its 2022 peak. Nevertheless, Skims remains a robust player in an otherwise low-growth category. Skims monthly customers grew 8% YoY in June 2023, with the rest of the sales growth coming from higher spending per customer. 

Skims’ high customer retention rates—on average 14% in the 15 months after first purchase compared to 6% at Victoria’s Secret—play a large part in higher spending per customer according to credit card data (access data in Dash).