*Kim Kardashian’s shapewear brand formerly known as Kimono reportedly made an estimated $2 million Tuesday.
We previously reported… after Kardashian announced plans to launch a line of shapewear called Kimono, she was accused of cultural appropriation from folks critical of the naming choice.
When appearing on the Today show on September 10, the “Keeping Up with the Kardashians” star promoted the new collection and explained why she renamed the brand SKIMS. She also dished about the many challenges she faced during its development.
“We ran [Kimono] by retailers, a bunch of people that we respected. Everyone seemed to really like the name,” Kardashian said during the interview. “As soon as it came out, there was so much backlash and I didn’t respond immediately. I waited a good day to see how I felt about it.”
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She went on to explain that she asked several friends and peers for advice before ultimately deciding to rename the line.
“That was a really big deal to me,” she said. “I had to weigh everything out and so I announced that I was going to change the name.”
Adding, “Everything happens for a reason and I’m glad that we have that behind us and we are here on launch day.”
Per TMZ:
Sources connected to the launch tell TMZ … SKIMS pushed $2 million in product within the first few minutes of Kim’s campaign going live Tuesday, and nearly every piece of inventory sold out in lightning speed.
Our sources say the first-day sales numbers are unprecedented for shapewear and undergarment brands. How’s this for context … in its first YEAR on the market, Spanx made $4 million in profits … and SKIMS made half that amount in only a couple hundred seconds.
On Wednesday, Kardashian responded to the massive success of her SKIMS debut.
“Thank you to everyone who supported our @skims launch day yesterday, it was beyond what I could have imagined and I’m so incredibly thankful! For anyone that didn’t have a chance to shop yesterday, we still have some of the shapewear still in stock in colors Onyx, Umber and Oxide and many of my must have underwear and bra essentials that are perfect everyday basics,” she wrote on Instagram.
“If the @skims item you wanted is sold out, pls follow our Instagram page and visit our website to sign up for restock alerts!,” she added.
Kim said her teams are “working overtime to get everything restocked ASAP and my goal is to get our business to a point where we can make my shapewear and essential underwear items available and accessible always.”
