Reliance Brands Ltd. (RBL), the premium retail arm of Reliance Retail, has partnered with Kim Kardashian’s SKIMS to bring the globally popular shapewear and lifestyle brand to India. The SKIMS India launch marks the label’s official entry into one of the world’s fastest-growing fashion markets, with its first stores set to open in Delhi and Mumbai, alongside availability through digital retail channels. The partnership strengthens Reliance Brands’ portfolio of international luxury and premium labels while giving SKIMS access to India’s rapidly expanding base of fashion-conscious consumers.
Founded in 2019 by Kim Kardashian, Emma Grede, and Jens Grede, SKIMS has grown into one of the world’s most valuable apparel startups, offering shapewear, underwear, loungewear, activewear, and basics with a strong focus on body inclusivity and size diversity. The brand was recently valued at $5 billion following a funding round and has been accelerating its international expansion with new stores in cities including London and Dubai before entering India.
Reliance Brands Brings SKIMS to India
Under the partnership:
- Reliance Brands Ltd. will operate SKIMS in India.
- Products will be available through both physical stores and digital channels.
- The first flagship stores will launch in Delhi and Mumbai.
- Additional expansion is expected as the brand builds its retail presence.
Partnership Snapshot
| Item | Details |
|---|---|
| Brand | SKIMS |
| Founder | Kim Kardashian (with Emma Grede and Jens Grede) |
| India Partner | Reliance Brands Ltd. |
| Initial Launch Cities | Delhi and Mumbai |
| Sales Channels | Physical stores and online platforms |
Why India?
India has become an increasingly attractive destination for global premium fashion and beauty brands.
Key factors driving SKIMS’ entry include:
- Rising disposable incomes.
- Growing demand for premium apparel.
- Expansion of organized retail.
- Strong influence of social media and celebrity-led brands among Gen Z and millennials.
- Rapid growth in online fashion shopping.
The country’s shapewear and lifestyle apparel segment has also expanded significantly, supported by increasing awareness of comfort-focused innerwear and inclusive fashion. The same premium pull is visible across categories — Apple India crossed $10 billion in annual sales.
Reliance Expands Its Global Brand Portfolio
The SKIMS partnership further strengthens Reliance Brands’ lineup of international labels.
Its portfolio already includes brands such as:
- Fenty Beauty.
- Fenty Skin.
- Valentino.
- Stella McCartney.
By adding SKIMS, Reliance continues its strategy of introducing globally recognized premium fashion and lifestyle brands to Indian consumers — a playbook it has run before, as when Reliance Retail’s Tira brought Korean skincare brand Dr. Melaxin to India.
Strategic Benefits
| Stakeholder | Benefit |
|---|---|
| SKIMS | Entry into a fast-growing premium fashion market |
| Reliance Brands | Expands international fashion portfolio |
| Indian Consumers | Access to global shapewear and lifestyle products |
| Indian Retail Market | Greater competition in premium apparel |
SKIMS’ Global Growth Continues
Since its launch in 2019, SKIMS has evolved from a shapewear startup into a global lifestyle brand.
Its product portfolio now includes:
- Shapewear.
- Loungewear.
- Innerwear.
- Dresses.
- Activewear.
- Menswear.
The company has also expanded through collaborations with major brands and sports organizations while opening flagship stores across international markets. Recent funding valued the company at $5 billion, highlighting strong investor confidence in its long-term growth strategy.
Growing Competition in India’s Premium Fashion Market
SKIMS’ arrival reflects the increasing competition among global fashion brands seeking a presence in India.
International companies are partnering with Indian retailers to capitalize on:
- Premium fashion demand.
- Expanding luxury retail.
- Rising e-commerce adoption.
- Younger consumers influenced by global fashion trends.
The move also follows several recent international beauty and fashion launches as global brands accelerate investments in India’s consumer market.
Looking Ahead
SKIMS’ partnership with Reliance Brands marks an important milestone in the brand’s global expansion strategy while reinforcing India’s position as a key growth market for premium international fashion labels. With its first stores planned for Delhi and Mumbai and products set to be available across both physical and digital channels, SKIMS is well positioned to tap into the country’s rapidly growing demand for premium shapewear, loungewear, and lifestyle apparel.
Looking ahead, the success of the launch will depend on how effectively SKIMS adapts its product offerings to Indian consumers while leveraging Reliance Brands’ extensive retail network and market expertise. If the partnership gains traction, it could pave the way for a broader nationwide expansion and intensify competition in India’s premium apparel segment, where both global and homegrown brands are vying for a larger share of a fast-growing market.
Frequently Asked Questions
Where will SKIMS India stores open?
The first flagship stores are planned for Delhi and Mumbai, with products also sold through digital channels. Further cities are expected as Reliance Brands builds out the retail footprint.
Who will operate SKIMS in India?
Reliance Brands Ltd., the premium retail arm of Reliance Retail, whose portfolio already includes Fenty Beauty, Fenty Skin, Valentino and Stella McCartney.
What does SKIMS sell?
Shapewear, innerwear, loungewear, dresses, activewear and menswear, built around body inclusivity and a wide size range. The brand was valued at $5 billion in a recent funding round.
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