Skims names Gendron EMEA president ahead of London retail debut

Skims has appointed the multi-talented Robin Gendron as president of its Europe, Middle East, and Africa (EMEA) unit with the US intimates/shapewear brand (co-founded by Kim Kardashian) saying the strategic hire “will accelerate [our] global expansion by advancing commercial strategies and strengthening operational capabilities”.

 
Gendron takes up the newly created role from Michael Kors, where he most recently served as its president of the EMEA region. He comes with a 15-year+ tenure at the brand, having held leadership roles in wholesale, merchandising, retail and operations, “cultivating deep expertise in global brand expansion and regional market strategies”.
 
Add to that his “extensive experience navigating complex markets and driving performance across channels”, Skims said Gendron is well-positioned to lead its “ambitious expansion” in EMEA.

Key initiatives include the opening of Skims’ first standalone stores in London and Dubai, “both… significant milestones in the brand’s growing retail footprint”, it said.

By the end of the year, Skims will also be distributed through an expanding network of multi-brand vendors across the region, including Switzerland, Turkey, and Scotland.

Its introduction of retail into the market “comes with high expectations for rapid scaling, coinciding with a strong commitment to Skims’ multi-brand strategy”. 

The broader growth plan also includes the launch of the brand’s first regional warehouse and the ongoing localisation efforts for its digital platform “underscoring [our] operational readiness as the label expands both physically and digitally”.
 
Co-founder and chief executive Jens Grede said: “Robin brings extensive international experience and strategic insight that align perfectly with Skims’ ambitions.

“His leadership will be instrumental in navigating complex markets and driving expansion across all channels. We look forward to the significant impact he will make as we enter the next phase of our global growth.”