Reliance Brands brings SKIMS to India with first stores planned for Delhi and Mumbai

Reliance Brands has secured exclusive rights to launch Kim Kardashian’s shapewear and loungewear label SKIMS in India. The brand will debut with stores in Delhi and Mumbai, followed by a phased physical and digital rollout nationwide.

— Source publishedWed, 5 Aug, 2026, 15:58 IST·First seen Wed, 5 Aug, 2026, 16:02 IST·Source IMAGES Business of Fashion

What happened

Reliance Brands Limited · Reliance Brands has secured an exclusive partnership to launch Kim Kardashian’s SKIMS in India. The shapewear and loungewear brand

Key facts

  • 2019

Why this matters

The deal shows Reliance Brands remains a preferred India-entry partner for global consumer labels seeking exclusive rights, retail infrastructure and phased omnichannel expansion.

What to watch

  • Launch-store location, store format and opening timeline in Delhi and Mumbai.
  • India price architecture versus US pricing, especially entry shapewear and everyday basics.
  • Availability of extended sizes, skin-tone ranges and localized fit messaging.
  • Whether SKIMS launches through Reliance digital properties, third-party marketplaces or only controlled channels.
  • Early sell-through, replenishment frequency and returns rates by category and size.
  • Expansion announcements into additional cities or Reliance-owned premium retail formats.
  • Competitive launches, celebrity collaborations or price promotions in premium lingerie and shapewear.
  • Regulatory, import-duty or supply-chain changes affecting premium imported apparel pricing.
  • Open high-visibility flagship or shop-in-shop formats in Delhi and Mumbai luxury malls, supported by appointment-led fit consultations.
  • Launch localized digital commerce with Indian sizing guidance, fit education, delivery and returns designed for intimate apparel.
  • Use Indian celebrity, creator and wedding-season partnerships to position SKIMS across shapewear, occasionwear foundations and loungewear.
  • Expand the assortment toward climate-relevant fabrics, broader skin-tone options and India-specific size demand.
  • Add phased distribution in Bengaluru, Hyderabad, Pune and other high-income urban markets after measuring store productivity and repeat rates.
  • Competitors including Marks & Spencer, Zivame, Clovia, Amante and premium D2C labels increase shapewear innovation, inclusivity messaging and promotional intensity.

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