Kim Kardashian skimson doubles its valuation at US $ 3.2 billion
Bloomberg — La marca de ropa interior de Kim Kardashian, Skims, duplicó su valoración en nueve meses a US$3.200 million, mientras los inversionistas destinan dinero a marcas emergentes que se espera acaparen cuota de mercado.
The financing round of US $ 240 million was led by the Lone Pine Capital Coverage Fund and the investment firm D1 Capital Partners was joined, said the CEO of Skims, Jens Grede, in an interview.Current investors also participated Imaginary Ventures, Alliance Consumer Growth and Thrive Capital. Skims fue valorada en US$1.600 million D in April.
PUBLICIDAD"This last round will allow us to focus on contributing more innovations and solutions to our clients and becoming even more a resource of trust for them," Kardashian said in an email.
Kardashian and his partner Gred retain a majority participation in Skims after the agreement. Kardashian, que promociona la marca entre su enorme número de seguidores en Internet y colabora en el diseño y el marketing, sigue siendo su mayor accionista individual.The couple is not looking to sell the business at this time, nor do they have imminent plans to present an initial public offer (OPI) of shares, although that can be considered at some point, said Gred.
Since its debut in 2019, Skims has expanded since its original offer of swimsuits and shorts for children to rest clothes such as pajamas and tracksuit pants.Now sells a wide range of basics that include sweater, sleeping bats and high neck sweaters. Las prendas modeladoras representan ahora menos del 20% de las ventas y la ropa interior supone la mayor parte de su negocio.
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Skims won impulse as the trend towards comfortable clothes persis Offices.In female underwear, the company joins a large number of new companies that try to win a new generation of buyers, while traditional brands such as Victoria’s Secret battle.
The Kardashian brand promoted sales by 90 % to around US $ 275 million last year and hopes to reach US $ 400 million in 2022.The agreement raises the total financing of the company based in Culver City, California, at US $ 402 million.The company's management will use the new capital to reinforce the balance and to inject money into the expansion plans.
"We see an opportunity with skims to create our own category in retail trade, just as we believe that Lululemon and Starbucks created their own categories in their respective areas," said Gred."That is really the reason we are doing this, to ensure that we are better prepared for the future".
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The Kardashian family is now involved in several multimillionaire consumption brands.Kardashian sold a minority participation in his KKW Beauty cosmetics line to Coty Inc.for US $ 200 million last year, in an agreement that valued the business at US $ 1.000 million.His sister Kylie Jenner also sold a majority participation of her Kylie Cosmetics line to Coty, and that acquisition valued her business at US $ 1.200 million.
With skims, Kardashian has his eyes on abroad.According to Grede, the company is building more infrastructure to distribute products outside the United States. Casi todas sus ventas se realizan a través del sitio web de la marca, y gran parte del resto se vende a través de Nordstrom Inc.(JWN).Executives are also testing international markets through retailers such as Selfridges in the United Kingdom, Lane Crawford in China, David Jones in Australia and Ounass in the Middle East.
Skims are planning more associations to generate enthusiasm and attract buyers. Presentó una colaboración limitada con la casa de moda italiana Fendi, propiedad de LVMH, en octubre, vendiendo artículos como trajes de baño de US$395 y vestidos de cuero de US$4.200 y generando más de US$3 millones en ventas dentro de los 10 minutos posteriores al lanzamiento.Most of the demand for these products came from outside the US.UU., according to Grede.
PUBLICIDADBeijing's next Winter Olympic Games, which will begin on February 4, will be a vital moment for Skims, which seeks to win more attention on the world stage.He will wear the American team athletes with underwear and rest, after having done the same at Tokyo's summer games last year.Kardashian has a close relationship with the games: Caitlyn Jenner, who was married to her mother Kris Jenner, won a gold medal in the decathlon in 1976.
"We are working continuously in collaborations, associations and events," said Gred."There is more to come".
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This article was translated by Estefanía Salinas Concha.
