Business
Armed with venture capital, Skims and Kim Kardashian write their 'second chapter'
Kim Kardashian was already a successful celebrity businesswoman when she launched Skims five years ago.
But more often than not, she simply had attached her name to a string of existing companies: QuickTrim supplements, Carl’s Jr. salads, Skechers Shape-Ups, Sugar Factory confections, Midori liqueur, Silly Bandz bracelets, Beach Bunny swimwear, and so on.
“We did every product that you could imagine — from cupcake endorsements to a diet pill at the same time, to sneakers or things that I didn’t know enough about for them to be super-authentic to me,” the reality television star told The Times in 2019. “Like it all made sense a little bit, but it wasn’t my own brand.”
Skims, Kardashian’s homegrown apparel company built upon her famous curves and her love of body-cinching shapewear, was on brand — and, finally, her brand.
Kim Kardashian at a Skims pop-up at the Grove in 2021. The company pulled in nearly $1 billion in net sales last year and will open its first physical stores soon.
(Skims)
Its first years were marked by explosive growth. The start-up is now a retail juggernaut with around $1 billion in net sales and Kardashian has become a savvy entrepreneur with an eye for spotting and setting trends. Skims has made a huge dent in the shapewear market previously dominated by Spanx while adding several new categories to its merchandise mix.
This year Skims is aggressively moving into its next phase, one that will see the Hollywood company enter the competitive bricks-and-mortar space for the first time.
Underscoring Skims’ growth is the heightened interest the retailer is drawing from investors. Last year it raised $330 million in venture capital funding, ranking it second among companies in the greater L.A. area and the only retail brand in the top 10, according to a recent analysis by CB Insights.
That influx of cash was particularly notable given the tough investment climate locally: The region saw a steep decline in venture capital funding from 2021 to 2023, when the amount of investment dollars fell 74%, the analytics firm said.
Co-founded by Karadashian, who is chief creative officer, and Jens Grede, the company’s chief executive, Skims pulled in nearly $1 billion in net sales last year, according to Bloomberg, roughly double its 2022 total.
Kim Kardashian, center, in a Skims ad campaign starring Candice Swanepoel, Tyra Banks, Heidi Klum and Alessandra Ambrosio.
(Courtesy of Skims)
The company is reportedly eyeing an initial public offering this year. Kardashian and Grede declined to comment.
What began as a collection of undergarments designed to give women a more flattering, contoured silhouette has swelled into a comprehensive apparel giant: There’s underwear, bras, swimwear, dresses, tees and tanks, loungewear and pajamas. Inclusive sexy-meets-cozy clothing is the hook, with merchandise available in a wide range of sizes and skin tones.
In October, Skims launched a menswear line and became the official underwear partner of the NBA, WNBA and USA Basketball. It sells some accessories and clothing for kids, and this year will open bricks-and-mortar stores in several cities including a flagship location in Los Angeles.
“Skims has evolved into becoming a brand that can provide comfort for all audiences, not just for women,” Kardashian, 43, said when announcing the menswear line.
Usher in Skims. The brand launched menswear in October.
(Courtesy of Skims)
The company’s swift rise was undoubtedly fueled in part by Kardashian’s name and marketing prowess. She models the latest collections herself, posting glossy professional photos and casual at-home closet videos to her millions of social media followers, and has tapped her A-list friends to star in Skims ad campaigns including Lana Del Rey, Kate Moss, SZA, Cardi B, Sabrina Carpenter, Usher and Patrick Mahomes.
“Kim Kardashian’s visibility, I think, gives them a big leg up on marketing,” said Alex Lee, research editor at CB Insights, which compiled its data by analyzing companies in Los Angeles, Orange, Ventura, San Bernardino and Riverside counties.
But more than that, Lee said, Skims “is a really interesting example of the confluence of celebrity with technology and consumer trends.”
The rise of athleisure — stylish athletic clothing that can be worn at the gym or as everyday wear — was a game-changer in retail, said Simeon Siegel, managing director at BMO Capital Markets, who follows companies including Victoria’s Secret and Lululemon.
“That notion of comfort stretched to every possible category of apparel,” he said. “What we saw was a race among companies to figure out how to apply what Lulu revolutionized. Shapewear was a very logical category to go after with the new advancements in technology,” which includes improved fabrics and better fits.
Skims at first sold its products online only through its website before expanding to retailers including Nordstrom and Saks Fifth Avenue and hosting occasional pop-ups. Its foray into physical stores “marks the second chapter” for the company, Grede said in an interview with Bloomberg last year, and its ambitions are high.
Kim and I can envision a future where years from today there’s a Skims store anywhere in the world you’d find an Apple store or a Nike store.
— Jens Grede, Skims co-founder and CEO
In the fourth quarter, Skims is scheduled to open a 5,000-square-foot store on the Sunset Strip in West Hollywood. The company also plans to open stores in other U.S. cities and then target major international markets.
“Kim and I can envision a future where years from today there’s a Skims store anywhere in the world you’d find an Apple store or a Nike store,” Grede said.
Skims was most recently valued at $4 billion after a funding round last summer, a valuation that propelled Kardashian to sixth on Forbes’ list of the World’s Celebrity Billionaires 2024 with an estimated net worth of $1.7 billion.
“No one has cashed in on reality star fame more than Kim Kardashian, who has become a billionaire from her beauty and clothing brands,” the magazine said.
Business
How We Cover the White House Correspondents’ Dinner
Times Insider explains who we are and what we do, and delivers behind-the-scenes insights into how our journalism comes together.
Politicians in Washington and the reporters who cover them have an often adversarial relationship.
But on the last Saturday in April, they gather for an irreverent celebration of press freedom and the First Amendment at the Washington Hilton Hotel: The White House Correspondents’ Association dinner.
Hosted by the association, an organization that helps ensure access for media outlets covering the presidency, the dinner attracts Hollywood stars; politicians from both parties; and representatives of more than 100 networks, newspapers, magazines and wire services.
While The Times will have two reporters in the ballroom covering the event, the company no longer buys seats at the party, said Richard W. Stevenson, the Washington bureau chief. The decision goes back almost two decades; the last dinner The Times attended as an organization was in 2007.
“We made a judgment back then that the event had become too celebrity-focused and was undercutting our need to demonstrate to readers that we always seek to maintain a proper distance from the people we cover, many of whom attend as guests,” he said.
It’s a decision, he added, that “we have stuck by through both Republican and Democratic administrations, although we support the work of the White House Correspondents’ Association.”
Susan Wessling, The Times’s Standards editor, said the policy is a product of the organization’s desire to maintain editorial independence.
“We don’t want to leave readers with any questions about our independence and credibility by seeming to be overly friendly with people whose words and actions we need to report on,” she said.
The celebrity mentalist Oz Pearlman is headlining the evening, in lieu of the usual comedy set by the likes of Stephen Colbert and Hasan Minhaj, but all eyes will be on President Trump, who will make his first appearance at the dinner as president.
Mr. Trump has boycotted the event since 2011, when he was the butt of punchlines delivered by President Barack Obama and the talk show host Seth Meyers mocking his hair, his reality TV show and his preoccupation with the “birther” movement.
Last month, though, Mr. Trump, who has a contentious relationship with the media, announced his intention to attend this year’s dinner, where he will speak to a room full of the same reporters he often derides as “enemies of the people.”
Times reporters will be there to document the highs, the lows and the reactions in the room. A reporter for the Styles desk has also been assigned to cover the robust roster of after-parties around Washington.
Some off-duty reporters from The Times will also be present at this late-night circuit, though everyone remains cognizant of their roles, said Patrick Healy, The Times’s assistant managing editor for Standards and Trust.
“If they’re reporting, there’s a notebook or recorder out as usual,” he said. “If they’re not, they’re pros who know they’re always identifiable as Times journalists.”
For most of The Times’s reporters and editors, though, the evening will be experienced from home.
“The rest of us will be able to follow the coverage,” Mr. Stevenson said, “without having to don our tuxes or gowns.”
Business
MrBeast company sued over claims of sexual harassment, firing a new mom
A former female staffer who worked for Beast Industries, the media venture behind the popular YouTube channel MrBeast, is suing the company, alleging she was sexually harassed and fired shortly after she returned from maternity leave.
The employee, Lorrayne Mavromatis, a Brazilian-born social media professional, alleges in a lawsuit she was subjected to sexual harassment by the company’s management and demoted after she complained about her treatment. She said she was urged to join a conference call while in labor and expected to work during her maternity leave in violation of the Family and Medical Leave Act, according to the federal complaint filed Wednesday in the U.S. District Court for the Eastern District of North Carolina.
“This clout-chasing complaint is built on deliberate misrepresentations and categorically false statements, and we have the receipts to prove it. There is extensive evidence — including Slack and WhatsApp messages, company documents, and witness testimony — that unequivocally refutes her claims. We will not submit to opportunistic lawyers looking to manufacture a payday from us,” Gaude Paez, a Beast Industries spokesperson, said in a statement.
Jimmy Donaldson, 27, began MrBeast as a teen gaming channel that soon exploded into a media company worth an estimated $5 billion, with 500 employees and 450 million subscribers who watch its games, stunts and giveaways.
Mavromatis, who was hired in 2022 as its head of Instagram, described a pervasive climate of discrimination and harassment, according to the lawsuit.
In her complaint, she alleges the company’s former CEO James Warren made her meet him at his home for one-on-one meetings while he commented on her looks and dismissed her complaints about a male client’s unwanted advances, telling her “she should be honored that the client was hitting on her.”
When Mavromatis asked Warren why MrBeast, Donaldson, would not work with her, she was told that “she is a beautiful woman and her appearance had a certain sexual effect on Jimmy,” and, “Let’s just say that when you’re around and he goes to the restroom, he’s not actually using the restroom.”
Paez refuted the claim.
“That’s ridiculous. This is an allegation fabricated for the sole purpose of sparking headlines,” Paez said.
Mavromatis said she endured a slate of other indignities such as being told by Donaldson that she “would only participate in her video shoot if she brought him a beer.”
“In this male-centric workplace, Plaintiff, one of the few women in a high-level role, was excluded from otherwise all-male meetings, demeaned in front of colleagues, harassed, and suffered from males be given preferential treatment in employment decisions,” states the complaint.
When Mavromatis raised a question during a staff meeting with her team, she said a male colleague told her to “shut up” or “stop talking.”
At MrBeast headquarters in Greenville, N.C., she said male executives mocked female contestants participating in BeastGames, “who complained they did not have access to feminine hygiene products and clean underwear while participating in the show.”
In November 2023, Mavromatis formally complained about “the sexually inappropriate encounters and harassment, and demeaning and hostile work environment she and other female employees had been living and experiencing working at MrBeast,” to the company’s then head of human resources, Sue Parisher, who is also Donaldson’s mother, according to the suit.
In her complaint, Mavromatis said Beast Industries did not have a method or process for employees to report such issues either anonymously or to a third party, rather employees were expected to follow the company’s handbook, “How to Succeed In MrBeast Production.”
In it, employees were instructed that, “It’s okay for the boys to be childish,” “if talent wants to draw a dick on the white board in the video or do something stupid, let them” and “No does not mean no,” according to the complaint.
Mavromatis alleges that she was demoted and then fired.
Paez said that Mavromatis’s role was eliminated as part of a reorganization of an underperforming group within Beast Industries and that she was made aware of this.
Business
Heidi O’Neill, Formerly of Nike, Will Be New Lululemon’s New CEO
Lululemon, the yoga pants and athletic clothing company, has hired a former executive from a rival, Nike, as its new chief executive.
Heidi O’Neill, who spent more than 25 years at Nike, will take the reins and join Lululemon’s board of directors on Sept. 8, the company announced on Wednesday.
The leadership change is happening during a tumultuous time for Lululemon, which had grown to $11 billion in revenue by persuading shoppers to ditch their jeans and slacks for stretchy leggings. But lately, sales have declined in North America amid intense competition and shifting fashion trends, with consumers favoring looser styles rather than the form-fitting silhouettes for which Lululemon is best known.
“As I step into the C.E.O. role in September, my job will be to build on that foundation — to accelerate product breakthroughs, deepen the brand’s cultural relevance, and unlock growth in markets around the world,” Ms. O’Neill, 61, said in a statement.
Lululemon, based in Vancouver, British Columbia, has also been entangled in a corporate power struggle over the company’s future. Its billionaire founder, Chip Wilson, has feuded with the board, nominated independent directors and criticized executives.
Lululemon’s previous chief executive, Calvin McDonald, stepped down at the end of January as pressure mounted from Mr. Wilson and some investors. One activist investor, Elliott Investment Management, had pushed its own chief executive candidate, who was not selected.
The interim co-chiefs, Meghan Frank and André Maestrini, will lead the company until Ms. O’Neill’s arrival, when they are expected to return to other senior roles. The pair had outlined a plan to revive sales at Lululemon, promising to invest in stores, save more money and speed up product development.
“We start the year with a real plan, with real strategies,” Mr. Maestrini said in an interview this year. “We make sure decisions are made fast.”
Lululemon said last month that it would add Chip Bergh, the former chief executive of Levi Strauss, to its board to replace David Mussafer, the chairman of the private equity firm Advent International, whom Mr. Wilson had sought to remove.
Ms. O’Neill climbed the organizational chart at Nike for decades, working across divisions including consumer sports, product innovation and brand marketing, and was most recently its president of consumer, product and brand. She left Nike last year amid a shake-up of senior management that led to the elimination of her role.
Analysts said Ms. O’Neill would be expected to find ways to energize Lululemon’s business and reset the company’s culture in order to improve performance.
“O’Neill is her own person who will come with an agenda of change,” said Neil Saunders, the managing director of GlobalData, a data analytics and consulting company. “The task ahead is a significant one, but it can be undertaken from a position of relative stability.”
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