SKIMS

SmithBrewer were commissioned to design and develop a premium SKIMS unitary kit for a six-store Flannels rollout. The fixtures needed to embody SKIMS’ sculptural, minimalist brand identity while integrating seamlessly into the Flannels DNA that SmithBrewer oversee across the estate.

All stores had to go live simultaneously ahead of the national SKIMS product launch in October, requiring precision, pace, and absolute brand consistency.

The project required translating a high-end, US-driven aesthetic into a cost-effective, technically buildable format for the UK market. Fixtures had to capture SKIMS’ soft, sculptural look while meeting UK safety and load standards, and finishes needed to align perfectly with the brand without compromising commercial viability.

Installations had to be delivered rapidly in fully trading stores, and the design kit needed to remain consistent across six sites with varying layouts, legacy fixtures, and environmental conditions.

SmithBrewer delivered the full end-to-end process, designing and developing a refined suite of SKIMS fixtures — including curved rails, illuminated wall-bays, sculpted plinths, and feature elements — all engineered for durability, compliance, and scalable rollout. To ensure perfect colour and material accuracy, we established a dedicated UK finish system, creating custom powdercoat and specialist paint tones that precisely matched SKIMS’ signature palette.

The original US concept was rationalised into a repeatable, commercially efficient kit of parts, cutting cost and lead times while protecting the premium look and feel. All fixtures were manufactured in-house and installed through phased night works to avoid disruption to trading, with close coordination between Flannels VM, store teams, and brand partners to ensure every space landed consistently across all six locations.

The result was a flawless nationwide launch, delivering premium SKIMS environments at speed and scale, reinforcing Flannels’ capability to host leading global brands, and establishing a robust kit ready for future expansions.