Kim Kardashian’s shapewear and loungewear brand SKIMS officially launched in Israel on Monday. The coveted label, founded in 2019 as a women’s shapewear brand and now valued at $4 billion, has since expanded to men’s lines and homewear collections.
The brand’s Israeli debut, managed by the Irani Group, is being rolled out in two phases: first, a local e-commerce site targeting Israeli consumers, followed by the opening of SKIMS “shop-in-shop” spaces within Factory 54 stores later this year. Industry speculation suggests standalone SKIMS boutiques may follow, potentially opening in Tel Aviv’s Ramat Aviv Mall and the BIG Fashion complex in Glilot.
Prices and comparisons
As with most global fashion imports, two big questions dominate: are the collections current, and how do the prices compare? On both fronts, the Irani Group appears to deliver.
The new SKIMS Israel site offers a wide range of items priced similarly to those on the brand’s international website (when converted to shekels, taxes included), with minor differences of 4 to 24 shekels per item, mainly due to currency rates and import taxes.
For instance, a zip-up hoodie sold internationally for 380 shekels is priced at 399 in Israel. A slip dress listed at 325 shekels abroad costs 349 locally. A lace bra shows a negligible difference, 155 versus 159 shekels. Men’s boxer three-packs sell for 229 shekels in Israel compared to 210 online.
However, prices in the United States remain lower overall (though sales tax of up to 9% may apply in some states). A long-sleeve shirt that costs $58 (about 188 shekels) in New York sells for 235 on the SKIMS global website and 249 on the new Israeli site — a 32.5% gap between U.S. and Israeli prices.
Despite that, local buyers can now enjoy key perks: paying in shekels, receiving delivery within four business days, and soon being able to try on items in-store, a convenience not previously available.
The Terminal X rivalry
Until now, Israeli customers wanting quick delivery turned to Fox Group’s e-commerce platform Terminal X, which began selling SKIMS through parallel imports in May.
The competition over SKIMS between two retail giants, Irani and Fox, highlights both the brand’s desirability and the business rivalry between Irani Group owner Roni Irani and Fox CEO Harel Wizel. This time, Wizel’s side came up short.
4 View gallery
The SKIMS and Nike fashion show in New York, 2025
(Photo: Valerie Terranova/Getty Images)
Terminal X confirmed it will continue selling SKIMS products, but price differences remain steep, sometimes by hundreds of shekels per item. For example, a hoodie priced at 380 shekels internationally costs 499 at Terminal X, a 31% markup. A long-sleeve shirt listed for 235 shekels abroad goes for 350 at Terminal X, nearly 49% higher.
In a statement, the company said: “TERMINAL X, Israel’s leading fashion and lifestyle website, strives to be the first to bring international premium brands, including SKIMS, to Israeli consumers. The site regularly offers attractive deals across brands and plans to remain competitive on SKIMS pricing. Customers can also enjoy additional perks year-round through our Dream Card loyalty program.”
Beyond shapewear
Since its launch six years ago, SKIMS has become one of the biggest success stories in American fashion. Initially celebrated for inclusive nude-tone shapewear, the brand positioned itself around comfort, body diversity and natural beauty, values that contrast sharply with Kardashian’s famously glamorous, curve-hugging personal style.
SKIMS represents more than lingerie; it embodies a broader fashion movement blurring the lines between intimate and casual wear, between functionality and style. It stands at the intersection of the growing “wellness fashion” trend alongside brands like Lululemon and Alo Yoga, both also distributed in Israel by Factory 54.
But while wellness labels typically focus on comfort, activity and simplicity, SKIMS merges those traits with sensual, body-conscious design. The result: shapewear and loungewear that’s both cozy and bold.
What’s missing from the Israeli site
The Israeli version of the SKIMS store excludes some of the brand’s more provocative or viral items, such as bras with built-in erect nipples or faux-pubic-hair thongs, though these can still be ordered through the international site.
Sizing is also more limited locally. While most SKIMS products abroad are available up to size 4XL, the Israeli selection typically goes only up to XL, and some up to 3XL.
Star-studded campaigns
SKIMS has built its global reputation with an impressive lineup of ambassadors from fashion, entertainment and sports.
Among them: Tyra Banks, Heidi Klum, Candice Swanepoel and Alessandra Ambrosio, who reunited for the brand’s “Icons” campaign celebrating classic supermodels. Other notable campaigns have featured SZA (“Fits Everybody”), Kim Cattrall, Nelly Furtado, Hari Nef, Lana Condor and Coco Jones (“Best of SKIMS”), each highlighting body diversity and self-expression.
Recent additions include “Bridgerton” star Nicola Coughlan for the “Soft Lounge” campaign and singer Sabrina Carpenter in nostalgic 1990s-inspired ads. The current holiday campaign takes a more family-oriented approach, starring model Lucky Blue Smith, his wife Nara Smith, known for her viral cooking videos, and their three children.