Kim Kardashian sure knows how to rake in the dough.
The reality star’s new shapewear collection, called SKIMS Solutionwear, debuted on Tuesday and sold out almost instantly. According to TMZ, SKIMS brought in about $2 million only minutes after going live online and hit unparalleled first-day sales numbers for shapewear. To put it into context, Spanx made $4 million in profit in its first year of operation, meaning Kardashian’s line made half of that in a matter of minutes.
TMZ also reported that the traffic on the SKIMS website caused it to crash, delaying the launch for about an hour.
Kardashian took to Instagram on Wednesday to express her gratitude for the collection’s success.
“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!” she wrote.
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Wow! 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. If the @skims item you wanted is sold out, pls follow our Instagram page and visit our website to sign up for restock alerts! Our 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. I cannot wait to see everyone in your @skims. Pls be sure to tag me when you receive your order and let me know what you think!!!
It wasn’t always smooth sailing though. Kim faced backlash and claims of cultural appropriation on social media for the shapewear’s original name, Kimono. After apologizing on Twitter, she revealed the line’s new name.
“My fans and followers are a huge inspiration to me – I’m always listening to their feedback and opinions, and am so grateful they shared their ideas for a new brand name,” she wrote. “After much thought and consideration, I’m excited to announce the launch of SKIMS Solutionwear™”
To promote her latest project, the beauty mogul enlisted Alice Marie Johnson as a model. Kardashian fought for Johnson to be released from prison last year.
It looks like the ads are paying off.