‘Skims’ arrival will be a footfall driver for both domestic and international shoppers’

Regent Street, a historic landmark in London’s West End, is set to welcome a new icon in fashion retail: Skims.

Following the signing of a 10-year lease with The Crown Estate, next summer Skims will debut its first standalone European store.

This exciting addition is more than just a new retailer. It is reflective of our wider strategy for Regent Street and fits into an overarching ambition to create a destination that shines on the world stage.

Bringing this aspiration to life relies on partnering with brands willing to go the extra mile, retailers committed to creating spine-tingling moments and feelings of awe and exhilaration for customers walking through their doors.

Regent Street’s stunning architecture with the sweeping Nash curve is iconic and our role is to act as stewards, preserving the street for future generations. We do this by ensuring we attract brands that inspire a diverse blend of visitors.

The location attracts a footfall of over 72 million people per year, and whether you are an international tourist, a domestic visitor or local office worker, we want to ensure we have something for everyone—and that the ecosystem of the West End thrives.

Our tagline at The Crown Estate is ‘For our nation’s future’—we believe it is our role to use our assets to add value and deliver lasting impact nationally and locally.

When it comes to Regent Street, we do this by monitoring brands across the world which create excitement and a buzz, ensuring we are on the pulse of the latest trends and what is driving consumer behaviour.

We are always looking to forge new relationships with brands. As an organisation focused on creating prosperity for the future, we are already starting to think about what the street will look like in three to four years’ time, and therefore who we want to attract here. We know how quickly trends change and it is our role to seek out the brands of tomorrow.

“For our retail real estate, the future lies in creating flexible spaces that are able to respond to changing trends and shifting ways of shopping”

As a brand with global renown and double-digit growth over the last few years, Skims is expected to be a real driver of footfall among both domestic and international followers.

With its accessible luxury appeal, the signing is set to draw a wide range of visitors across multiple demographics, diversifying the consumer mix of Regent Street, providing a boost for not just the other stores on Regent Street, but also the wider West End.

One aspect of our role as a property owner is to ensure buildings are continually upgraded and developed in a way that supports the next wave of global brands to create spectacles on Regent Street. Our development pipeline of office, leisure and retail space, will breathe new life into the West End.

For our retail real estate, the future lies in creating flexible spaces that are able to respond to changing trends and shifting ways of shopping.

Agile flagship stores that are easily adaptable and create experiential retail journeys are those that will thrive. It’s also about strategically ensuring there is a mix of larger and smaller units on a street to attract a range of brands—from smaller boutiques to larger flagships.

Looking to the future, our development pipeline and ongoing upgrades to Regent Street aim to continue attracting high-calibre brands to excellent spaces in the West End.

Beyond the West End, signings of quality brands such as Skims emphasise the enduring role physical retail destinations play in global cities.

By developing exceptional buildings and curating destinations with leading shopping, dining and food and beverage experiences, Regent Street plays a role in attracting the best talent, driving productivity and energising economic growth in London, creating shared prosperity for the nation.