Kylie Jenner’s KHY makes physical retail debut with Selfridges launch

​Kylie Jenner’s KHY label has struck its first retail partnership deal after five months of selling direct to consumers online, announcing a fortnight link-up with Selfridges.

It said the deal “marks a significant milestone for the brand”, and means a curated selection of KHY best-sellers will be available both in-store and online. 

The company, which collaborates with other labels and designers, said it has seen “unparalleled success” in DTC online  but clearly sees bringing the brand to life in a physical retail space for the very first time as an important move. 

Jenner only founded the brand last November but — like anything connected to the Kardashian-Jenner family — its profile has been much higher than the average newly launched label so perhaps the early Selfridges link-up shouldn’t come as a surprise.

The retailer clearly likes KHY’s overall mission, which is to offer “edited collections that seamlessly blend luxury with everyday style, spanning a diverse range of categories and styles”. 

KHY said the agreement “represents a significant stride forward for the brand, propelling it into a pivotal market and solidifying its status as a disruptor in the fashion sphere”.

For two weeks, the Selfridges capsule showcases a curated assortment of its proven strong sellers from Drops 001, 002, and 003, alongside an exclusive pink colourway of both best-selling and new sweats and tee styles. 

Drop 001 was the debut collection and was created in collaboration with Berlin-based Namilia. It featured items such as faux leather styles and “chic base layers”. 

Drop 002, was also a collab collection, this time in partnership with LA-based Entire Studios. It comprised puffers and base layers. 

And Drop 003 “showcases Kylie Jenner’s fashion-forward perspective on casualwear with a range of sweatshirts, sweat bottoms, tees, and tanks”. 

The KHY offer has just landed on the second floor atrium at Selfridges’ Oxford Street flagship and in its other UK stores in Birmingham, at Manchester Trafford and at Manchester Exchange. 

It includes five styles from Drop 001, nine from Drop 002, 11 from Drop 003, plus the pink-toned exclusives in sizes XXS-3X (UK 2-38).