SKIMS Faces Global Backlash After Opening Stores in Israel

Kim Kardashian’s shapewear and loungewear brand, SKIMS, announced plans to open up to 15 physical stores in Israel by the end of 2026, via a partnership with Israeli retailer Factory 54 (through parent group Irani Corp).

The news came amid ongoing international dispute over Israel’s actions in Gaza and the occupied West Bank — prompting immediate calls for boycotts of SKIMS by supporters of the Boycott, Divestment and Sanctions (BDS) Movement.

Strategic Expansion Collides With Political Controversy

From the brand’s perspective, the move makes commercial sense: Israel represents an influential market with fashion-savvy consumers and demand for international brands. SKIMS said the launch “reflects a long-term vision to build a meaningful commercial and community presence” in the region.

Why the Backlash Is Significant

The timing and location of the expansion are what make the move highly controversial. With the Israel-Palestine conflict still very active and global pressure mounting on companies seen as complicit, activists argue that launching in Israel sends a message of normalisation — of business as usual — despite humanitarian concerns.

By officially entering the Israeli market, SKIMS shifts from passive availability (via international shipping and parallel imports) to full local presence — stores, local returns and exchanges — reinforcing that the move isn’t a minor footprint but a major commitment.

Commercial Risk Meets Brand Identity

SKIMS is built on a brand identity of inclusivity, body-positivity, and cultural relevance. This chapter challenges that identity because it thrusts the brand into a geopolitical debate that many customers feel strongly about. Supporters of BDS view shopping decisions as moral choices; for them, SKIMS becomes part of the problem regardless of its shapewear credentials.

As online commentators note, celebrities and lifestyle brands increasingly operate in a “values economy” — meaning expansion into contested territories can invite reputational risk far beyond the store’s doors. One Reddit user summarised it bluntly:

“Anyone with an ounce of business acumen wouldn’t open stores in Israel and let the world know.”

What’s Next for SKIMS and Kardashian

The brand now faces two key tracks: how it manages the expansion and how it responds to the backlash. On one hand, SKIMS could go ahead, secure its market, and downplay the protest noise. On the other hand, the brand might modify its strategy — delay launch, issue a diplomacy-style statement, or introduce some kind of cause-related partnership to ease public criticism.

For Kim Kardashian, her personal brand is also in play. She has previously been vocal on social media about Israel and Palestine, including her deleted post and later apology about messaging that offended followers. The SKIMS move compounds the scrutiny.

For consumers, this presents a decision point: can the product, brand identity, and market access outweigh the ethical concerns associated with business in a region under scrutiny? For SKIMS, the answer may define whether this expansion is a strategic win or a brand-pain point.

You might also want to read: Skims Enters the Merkin Market with Faux Hair Thongs